Age UK: Data-driven targeting

Anneka Dew, Richard Shotton

Age UK, a leading older age charity, successfully brought the cause of elderly loneliness to a wider audience by telling a story that everyone could relate to.

Campaign details

Brand: Age UKBrand owner: Age UKLead agency: Manning Gottlieb OMDContributing agencies: DrumCountry: United KingdomIndustries: Charities and voluntary organisationsMedia channels: Cinema, Content marketing, Mobile & apps, Online display, Online video, Outdoor, out-of-home, Radio, Social media, Television, Budget: 1 - 3 million

Executive Summary

Loneliness among older people is a hidden tragedy in the UK.

It's always tough for charities to get people to care, but 2016 really took the biscuit. Negative press, economic uncertainty and a never-ending stream of sad and often harrowing news caused people...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands