Age UK campaign highlights loneliness at Christmas

Age UK has launched its 2016 Christmas campaign, comprising two short films starring James Bolam and Miriam Margoyles.

The films, created by Drum, show the actors dramatising the stories of two real people, Roy and Janet, who use the charity's telephone friending service to stave off loneliness.

"I remember the first time I saw her," the fictionalised Roy recalls of his wife. "She had a yellow dress on, I'll always remember that. I told her, 'You're the kind of girl who would ride shotgun on a stage coach'. She was my right-hand man."

He goes on to talk about speaking to himself after his wife passed away. 

The spot ends with a call for donations and ties in with the charity's ongoing 'No one should have no one' campaign.

A three-minute version of Roy's story will air during ITV's Good Morning Britain. Shorter, contextually relevant ads will air in the run-up to Christmas. There are also geographically relevant messages, created using Age UK's loneliness data. Analysis from the charity shows that 1.2 million older people in England are chronincally lonely.

Media was handled by Manning Gottlieb OMD.

Age UK was given a considerable bump for its Christmas campaign last year, being the charity partner for John Lewis and Adam & Eve/DDB's "Man on the Moon" spot.

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