Shining a light on the impossible choice between heating and eating sits at the heart of a powerful new campaign for Age UK, created by Neverland. 

The work is the first integrated brand and fundraising campaign created by the agency since winning an extended remit with the charity earlier this year.

The campaign successfully communicates the pressure cooker of urgency and awareness of the issues older people are facing, often on a daily basis, but often go completely unnoticed. A simple, yet powerful narrative arc, cuts through the noise to shine a light on what Age UK describes as ‘A crisis hiding in plain sight’.

The campaign seeks to raise awareness of the issues facing older people in the UK, including loneliness, poverty and isolation. It is designed to drive donations towards helping support older people navigate these challenges. 

A direct response campaign running across TV, social and direct mail will launch alongside the brand led film. Using the same footage and style, this work delivers sharper messaging around the impact of donations to Age UK and the tangible way people can help. The campaign is designed to drive support during the winter months, a time of year when Age UK’s services are needed more than ever.

A second phase of the campaign with new films focusing on the impact of the cost-of-living crisis will launch in January, running across TV, VOD and social.

Leah Mates, Chief Income Generation Officer at Age UK, said: “Our compelling new advert brings to life the stark realities many older people face during the coldest months - from isolation to the impossible choice between heating and eating. Through our new campaign we are aiming to shine a light on the Crisis hiding in plain sight facing older people during the winter. Together, with vital funds, we will change how we age in the UK, forever.

She continued: “This advert reflects the real experiences Age UK hears about every day through our work. We hope by combining powerful storytelling with a clear call to action, that this campaign will raise vital funds for the Charity so that we can continue supporting older people across the UK throughout the winter and beyond.”

Jon Forsyth, CCO and Co-founder at Neverland, added: “When you find out quite how bad things are for so many older people today, you think very differently about what you can do to help. This is a crisis happening right in front of us and we need to respond to it now". 

Media planning and buying was handled by MGOMD and MediaLab.

To find out more about the campaign please click here.