Age UK and ITV remind the nation that 'No one should have no one to turn to'

“Both ITV and Channel 4 are offering us unique, emotive and powerful ways to tell audiences across the nation about the vital work Age UK do through their advice line. Delivering bespoke AV executions, we have the opportunity to explain more about the complexity of issues they have to deal with every day and really engage audiences with our message at this vital time of year.”

Hannah Gardener , Client Account Manager at Manning Gottlieb OMD

Challenge

Over 2.65 million older people feel they have no one to turn to for help and support. A situation which makes the challenges of later life, such as coping with bereavement, feeling lonely, getting the right social care and managing health problems like dementia, so much harder to bear. Using TV to raise awareness of this stark reality, Manning Gottlieb OMD have identified ITV’s Coronation Street as a perfect platform to reach their target donation audience.


Insight

We have a rapidly ageing population and it is heart-breaking to think that more than two and a half million older people feel they have no one to go to for help. The fact is that getting older can be really tough and however resilient you are it’s important to know someone will always be there for you, come what may. Age UK wanted this message to cut through to the nation, and make an impact in order to help older people find the support they seek.

Idea

The charity wanted to urge people to donate to help ensure that the Charity’s essential services can continue to be there for older people facing the challenges of later life alone. This is how the 'No one should have no one to turn to' campaign was brought to life, using ITV as the perfect platform to share their message.

Implementation

Age UK, with Manning Gottlieb OMD, launched 'No one should have no one to turn to' comprising of an animated campaign created and produced by ITN Productions Advertising, with the Channel 4 partnership airing on Wednesday 19th December at 10 pm.

The activity launched in the first episode of Coronation Street with Age UK’s hero TVC ‘We Are Here’ produced by Brave and directed by James Lawes of Darling. The following four Coronation St episodes include Age UK 10” ribbon animations representing real-life calls to the Age UK advice line a 10”. Each 10” snippet has been specifically placed so that it has a direct link to the storyline within the episode. The aim of this activity is to draw increased attention to the types of calls and enquiries Age UK receive on a daily basis.   

Throughout the campaign, the charity is urging people to donate to help ensure that the Charity’s essential services can continue to be there for older people facing the challenges of later life alone.

Age UK’s Advice Line is a free, confidential phone service for older people, their families, friends, and carers, open every day of the year (8am–7pm). It is staffed by a team of expert advisers who give hundreds of hours of advice and support every week on issues such as mobility problems, staying independent at home, managing health issues and forms of cognitive decline, and dealing with money worries.  One of Age UK’s trained advisers features in the TVCs, providing a calm, reassuring voice and expert support.

Results