Campaign details

Brand: Age UK
Brand owner: Age UK
Lead agency: Manning Gottlieb OMD
Contributing agencies: Drum
Country: United Kingdom
Industries: Charities & voluntary organisations
Media channels: Content marketing, Mobile & apps, Outdoor, out-of-home, Radio & audio, Social media, Television, Websites & microsites
Budget: 1 - 3 million

Executive summary

Loneliness among older people is a hidden tragedy in the UK – more than 1.2 million older people are chronically lonely and half a million regularly go over a week without speaking to anyone.

But it's a hard cause to get people concerned about.

The insight at the heart of our work came from the work of two legendary psychologists: Bibb Latane and John Darley. They identified the 'bystander effect': the more people you ask for help, the greater the diffusion of responsibility. If we wanted people to act, we needed our appeal to be as personal as possible, to bring it so close to home that it couldn't be ignored.