Age UK's Powerful Audio Campaign Raises Awareness of How They Can Help Older People

Age UK are today launching a powerful series of audio ads to raise awareness of some of the key challenges facing older people, and asking for support to help keep their vital services available. 

The audio campaign is the second burst of the Charity’s ‘Know What To Do’ creative platform which was launched earlier in 2023 with a series of hard hitting films. The campaign launched to a huge reaction on social and in press, with the Daily Mail describing it as ‘The most heart-breaking advert ever’, and Age UK recently worked with Channel 4 to spotlight the work in a dedicated ad break within an episode of Dispatches: Britain’s Forgotten Pensioners. 

The new adverts explore different issues facing older people and their families – the continuing cost of living crisis, isolation, and health challenges which can cause great anxiety to their loved ones. Each advert puts the listener in the shoes of the older people facing these issues and ends with a reassurance that Age UK know what to do, before asking listeners to support the charity so they can continue to be there for those who need them.

As with the films that launched earlier in 2023, the work is inspired by real stories that Age UK has heard through its free and confidential Advice Line. The Advice Line is open 365 days a year and answered more than 200,000 calls last year.

Alongside the audio campaign, Age UK will be launching an updated version of their hard-hitting films, with the focus shifted away from issues of being able to afford heating and towards unexpected health challenges and the impact this can have on older people’s families. The series of films were shot by Molly Burdett of Spindle Films.

The campaign was developed by neverland, Age UK’s lead brand strategy and creative agency, and media for the campaign was planned and booked by Manning Gottlieb OMD and Medialab.