We are more aware than ever of the presence and prevalence of loneliness. Indeed our government even has a Minister for Loneliness whose job it is to try and resolve the problem. And it is a problem that persists amongst younger, city dwellers but most noticeably amongst those older generations who may not have anyone to turn to.
It is these people that Age UK help each year. And, with their latest campaign from Brave, We are here, they are aiming to highlight the reality that over 2.5 million old people in the UK have no one to turn to in times of need.
That’s where Age UK comes in. Through the ad, we follow a coloured piece of ribbon as it floats across rooftops, around cars and in through chimneys, drawing our attention to those individuals who most need our care and attention.
The voiceovers, designed to sound like phone calls, remind us that there are people all around us who, although seemingly OK, could actually benefit from the kind words and assistance of a stranger.