Age UK’s latest fundraising campaign will air exclusively on Channel 4 from tonight to help tackle loneliness that many older people may feel this Christmas.
The first of three 30-second spots launches tonight during Celebrity Gogglebox at 9.30pm.
These films highlight new research commissioned by the charity, which found 1.4 million older people are expecting to feel lonely this Christmas and nearly one million do not have anyone to celebrate Christmas with this year.
The campaign asks viewers to Make Christmas a Little Brighter for lonely older people directing them to donate on Age UK’s website to help meet the surge in demand for its Telephone Friendship and Advice Services over the festive period.
Chris Braithwaite, agency and client sales leader, Channel 4 said: “Channel 4 has a long-standing relationship with Age UK, working together on impactful creative campaigns that deliver an important message. We’re really proud to be collaborating again this Christmas to help raise awareness of the terrible loneliness experienced by too many older people at this time of year.”
4Sales and MG OMD brokered the new partnership and the concept was developed through 4Sales’ creative arm PL4Y with Recipe.
