An Uncomfortable Reality

Client: Age UK, ITV, MG OMD

How do you take one of the busiest periods in media and create a difference that matters for a cause like Age UK, with a limited budget and even more limited time? That’s the question we had to answer while raising awareness for loneliness among older people at Christmas.

With Christmas being a time of joy for many, it can be the hardest day for at least 1.6 million older people who spend it entirely alone. Our challenge was to make this stark reality resonate with the public in a powerful way. Our solution had to capture eyes, hearts, and minds in one of the most difficult times to hold audience attention. Using creative thinking, media relationships (and despite a broken alarm clock), the result captured attention and sparked conversation, proving that with the right idea, even the toughest challenges can be met successfully, regardless of budget constraints.