Age UK is launching a powerful new campaign to highlight the vital role it can play in helping elderly people navigate a range of deeply important issues.

From crippling loneliness to the loss of electricity and heating caused by the ongoing economic crisis, the stark hero film drives home the emotional and physical difficulties that elderly people can face on a daily basis.

Developed by London agency Neverland, the creative is inspired by real stories that the charity has heard through its free and confidential advice line, the campaign kicks off Age UK’s new ‘Know What To Do’ brand platform.

Spearheaded by the spot and three, 30-second edits, the campaign will initially premiere during cinema screenings of the latest Judi Dench flick, ‘Allelujah’, before being rolled out across TV, video-on-demand, social media and YouTube from Monday (20 March).

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“I couldn’t be prouder of our new brand campaign. The films have real beauty and poignancy within them, while showing the uncomfortable reality of the challenges a lot of older people in our society are facing and how Age UK helps, all in a way that will hopefully stay in people’s minds and hearts,” Age UK head of content strategy and brand, Kathi Hall said.

‘Know What To Do’ will additionally be built out throughout 2023 with an out-of-home push slated for launch in the summer supported by another 60-second film.

Neverland executive creative director, Noel Bunting (Hamilton) added: “Age UK’s service could help to change the life of someone you know. So watch these films, share them, and tell everyone you know about their Advice Line.”