Age UK: Telling the real story of Christmas to tackle loneliness

Story of the film

This film tells the story of how MGOMD used the power of TV to create social change by bringing together some of the UK’s well-established brands:  Age UK and John Lewis plus a partnership with Googlebox. This Grand Prix winning entry also won Best use of TV AND at the 2016 Thinkbox TV Planning Awards.

Summary

Christmas is a time for sharing, but sadly not for everyone: loneliness amongst the elderly a growing issue. Age UK wanted to make this issue part of the cultural consciousness.  Manning Gottlieb OMD’s radical approach used TV as a force for social change by creating partnerships with two of the UK’s most loved brands. The launch of the John Lewis Christmas TV campaign saw Age UK’s messages integrated with all the retailer’s activities, from social and CRM, to in-store, merchandise and events.

Next, a Gogglebox partnership featuring June & Leon, with a bespoke spot first in break and the couple playing a key role in PR. Finally, an edit of the John Lewis ad, featuring just Age UK, prompted discussion and donation. MGOMD focussed on shared-viewing programmes and also re-targeted the ad online to viewers of the original John Lewis ad.

The campaign delivered brilliant results. Volunteer enquiries were 40x normal; an incremental £2.5m was donated to the charity; and Age UK went from being a shortlisted charity to one people actively chose to support – a fantastic legacy.

Featuring on film:

  • Marianne Hewitt, Head of Brand Marketing, Age UK
  • Geraldine Ridgeway, Client Business Director, MGOMD



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