Age UK and Brave launch latest campaign to highlight the plight of over 2.5 million older people in the UK who have no one to turn to in times of need
Age UK has today released its latest campaign, No one should have no one to turn to, created by Brave. The campaign of two TVCs, titled ‘We are Here,’ highlights some of the challenges that older people often have to deal with but which are so much harder to bear if you are facing them alone.
The emotional TVCs, directed by James Lawes of Darling Films, show how Age UK’s Advice Line can help older people who are struggling. Viewers follow the ribbon of Age UK’s logo as it passes people across the country at the moment they reach out to the Charity for support.
The brand TVC takes a journey around the country, while the fundraising DRTV focuses on one individual to understand his struggle. Together, they aim to raise awareness of the support Age UK offers and to encourage people to donate to help ensure that the Charity’s essential services, such as the free Age UK Advice Line, can continue to be there for older people and their families and friends.
New YouGov research for the Charity has found that 2.65 million older people feel they have no one to turn to for help and support[i]. A situation which makes the challenges of later life so much harder to bear. These include coping with bereavement, feeling lonely, getting the social care you need and managing health problems like dementia.
Age UK’s Advice Line is a free, confidential phone service for older people, their families, friends, and carers, open every day of the year (8am–7pm). It is staffed by a team of expert advisers who give hundreds of hours of advice and support every week on issues such as mobility problems, staying independent at home, managing health issues and forms of cognitive decline, and dealing with money worries. One of Age UK’s trained advisers features in the TVCs, providing a calm, reassuring voice and expert support.
Drew Haselhurst, Senior Creative at Brave said: “It’s been a privilege to work with Age UK and put our minds to such an important cause. We’d urge everyone to get talking about the scale of the issue and more importantly donate money so that Age UK can give older people the support they need.”
Caroline Abrahams, Charity Director at Age UK, said: “We have a rapidly ageing population and it is heart-breaking to think that more than two and a half million older people feel they have no one to go to for help. The fact is that getting older can be really tough and however resilient you are it’s important to know someone will always be there for you, come what may. That’s what we aim to be for older people at Age UK and we know it makes a huge difference, especially for those with literally no one else they feel they can ask for help. “The need for the support our Advice Line offers is growing all the time and we rely on donations from the public to keep this free service going so we can always be there to respond – whether it’s they themselves who want our support, their parents, grandparents, older neighbours or friends, and especially if they have nobody else who can help.”
James Lawes, Director, at Darling Films, said: ”What was so important about this script was that the focus was always going to be on the ribbon. As such I wanted to come up with an "in camera" filming style and technique that felt like as a viewer, you are on the journey with the ribbon. We used a combination of car mounts, drones, cranes, and stedi-cam, to create an effect that feels organic, immersing us in the narrative and highlighting the isolation felt by many older people.”
Anyone who needs support or is worried about an older relative or friend can get in touch by calling Age UK Advice free of charge on 0800 169 6565, visitingwww.ageuk.org.ukor contacting their local Age UK to see what support is available locally.
Advertising Agency – Brave
Liam Fenton- Creative Director
Drew Haselhurst – Creative
Dipesh Mistry – Creative
Claire Knowles – Business Director
Amy Forster – Senior Account Director
Louisa Moxey - TV Producer
James Lawes – Director
Tom Ford – Producer
Clare Timms – Executive Producer
Malte Rosenfeld – DOP
Sam Jackson – Production Manager
Production Designer – Jerry Bland
Editor – James Norris – The Whitehouse
Factory – Sound Studio
Composer and Sound design – John Clarke
Post Producer: Nathan Hoad
2D Leads: Zdravko Stoitchkov, Lora Nikolaeva
2D Artists: Otis Guinness-Walker, Carl Godwin-Alvarez
CG Artists: Matt Burn, Sean Elliott, Vania Zapata
Colourist: Matt Turner