Age UK - Know What To Do
The cost of living crisis was taking a huge toll on older people’s mental health and well-being in 2022. Age UK needed to remind the nation of the vital support it provides to those who need it.
People knew of Age UK. They just didn’t know what they did and why…
From pitch to production, we were part of creating and unveiling Age UK’s relaunch: ‘Know What To Do’. The 360 campaign, inspired by real people’s stories, reiterated the message that when it comes to helping older people in need, if you don’t know what to do – Age UK do.
First we launched with a hero 60s film and two 30s spots to highlight the huge challenges facing many older people in Britain and how Age UK provides the solutions and – just as importantly - the compassion.
Raising awareness of individual service users’ stories as well as tapping into
cultural moments like Father’s Day when carers might be struggling.
Summer Campaign
After the successful launch of the winter campaign, a second part was released in June 2023 spotlighting new research Age UK had conducted."
“The new research suggested that one of the biggest concerns people have about supporting an older relative is their lack of knowledge around what to do to help their parents as they age. 6.6 million people aged 40-60 (79%) worry that they wouldn’t know how to support them.”
THE RESULTS
The goal of the campaign was not solely fundraising, but awareness of the advice line.
AThe campaign drove over £10m worth of earned media and there was a 73% increase in the average cash donation (70% from new donors). Channel 4 donated a special ad break during a Dispatches episode looking at the cost-of-living crisis (Age UK was the only ad shown). On X, a huge number of people tweeted Rishi Sunak’s government, urging them to do more and take action about the cost of living.
2023
CCO: Jon Forsyth
ECD: Noel Bunting
Head of Design: Rich Kennedy
Creative Director: Lloyd Daniel
Creatives: Hannah Roe and Lucy Pennock
Agency: neverland
Director: Molly Burdett
Production Company: Spindle Films
Awards
1 Silver & 1 Bronze at Kinsale Shark Awards
Gold Judge's Award at Smiley Charity Film Awards
Shortlisted at The Marketing Week Awards (Charity & Not-For-Profti)