Help the Aged plots youth Xmas push

Help the Aged is on the hunt for a digital agency to create a campaign to increase donations from young people in the run-up to Christmas.

The charity has approached a number of London-based digital shops directly.

Its main focus is to redevelop the campaign microsite, www.thesaddestnumber.org.uk, which will be supported by online and DM activity.

The site is part of an attempt to raise awareness of the loneliness felt by older people at Christmas. Acting as the focal point for donations, it is expected to be supported by direct mail, magazine inserts and doordrops.

Last year's campaign included a mobile marketing push created by Joshua G2 and Que Pasa. Beermats encouraged pub-goers to make a £3 donation to the charity.

The search comes as Help the Aged looks to reinvigorate its digital strategy. Last month, it emerged that the charity was exploring social media as a way of engaging younger audiences.

Help the Aged did not return calls at the time of press.