Age UK has launched a powerful audio campaign to highlight the issues faced by older people and those who care for them.
Running primarily across radio, the charity’s latest campaign was developed by independent agency Neverland and follows on from its last harrowing ad that laid bare the terrible impact of the cost-of-living crisis on the elderly.
Forming part of the second burst of activity under Age UK’s new ‘Know What To Do’ creative platform, the three ads new ads aim to place the listener firmly into the shoes of older people and their carers.
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The campaign’s main aim is to raise vital funds to help keep crucial services up and running, spotlighting how the continuing cost-of-living crisis, isolation and health challenges can seem like insurmountable obstacles to the elderly and their families.
With media planning and buying handled by MG OMD and Medialab, the audio assets will be supported by an updated version of the charity’s hard-hitting films – this time highlighting the alarm caused by sudden health problems as opposed to the cost-of-living crisis.
Mirroring the films launched earlier this year, all the stories featured in this latest campaign were inspired by real calls to Age UK’s hotline, which took more than 200,000 calls last year.
