Age UK Film, Case study No One Should Have No One by Drum London

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No One Should Have No One

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Industry Charities, Foundations, Volunteers
Media Film, Case study
Market United Kingdom
Agency Drum London
Director Liz Unna
Creative Director Matt Cole
Creative Tom Angell
Producer Maree Gecks
Media Manning Gottlieb OMD London
Production Indy8
Released October 2016

Awards

Cannes Lions 2017
Media Excellence in Media: Excellence in Media Planning Gold Lion
Media Data: Data-Driven Targeting Silver Lion

Credits & Description

Title: No One Should Have No One
Agency: Drum
Brand: Age Uk
Country: United Kingdom
Entrant Company: Manning Gottlieb Omd, London
Advertising Agency: Drum, London
Media Agency: Manning Gottlieb Omd, London
Creative Director: Matt Cole (Drum)
Creative: Tom Angell (Drum)
Production Director: Laura Botten (Drum)
Producer: Maree Gecks (Drum)
Account Director: Hannah Dale (Drum)
Director: Liz Unna (Drum)
Production Company: Indy8 (Indy8)
Executive Director, Head Of Planning: Clare Peters (Manning Gottlieb Omd)
Client Business Director: Geraldine Ridgway (Manning Gottlieb Omd)
Client Account Manager: Hannah Gardner (Manning Gottlieb Omd)
Client Senior Executive: Hannah Duffy (Manning Gottlieb Omd)
Strategy Manager: Anneka Dew (Manning Gottlieb Omd)
Relevancy:
Loneliness amongst older people is a hidden tragedy in the UK. On the back of an extraordinary year, Age UK had to make the issue of loneliness personal to reach a nation who had switched off to negativity. We did that by telling one man’s story, and used a sophisticated data approach to make that story personally relevant to our audience.We created the Loneliness Index and used it to distribute and tailor our content, highlighting levels of older age loneliness down to a postcode level.It worked - we generated the largest number of volunteers in Age UK’s history.
Campaign Description:
The scale of loneliness of older people in the UK is vast and deeply saddening, but as Christmas 2016 promised to be even more of a time for escapism than normal, trying to engage people with a shocking truth was more difficult than it had ever been. Our key insight came from an unlikely source, Josef Stalin, who is quoted as saying: “A single death is a tragedy, a million deaths is a statistic”. We needed to make the issue of loneliness relevant to people by making it personal, and bring it so close to home it would be impossible to turn away from.
Execution:
With no creative agency on board, working with our content creation team, DRUM, we made a film which authentically brought Roy’s story to life. We launched this individual, moving story on the UK’s leading daytime TV show, who dedicated the entire program to loneliness. To make the issue even more personal, we used the Loneliness Index to create a map to plan and implement our integrated campaign. We were able to pinpoint and distribute Age UK’s message to the areas in most need of volunteer support, right down to the street level. Plus to drive the issue even closer to home, we used the Loneliness Index data to deliver bespoke local messaging with live statistics revealing how many lonely older people were in vicinity of that advert, across digital display, social media, video and out of home.
Strategy:
Rather than focus on the one million, we put the spotlight on just one individual, Roy, to make loneliness personal. Through his eyes, we created a piece of content that showed the devastating reality of life without social contact. But we knew that on its own wouldn’t be enough. We needed to bring the issue of loneliness even closer to home to inspire action. Using a sophisticated data combining over 20 data sources (including such metrics as proximity to family members, mobility, access to services, remoteness of region) we created the first Loneliness Index of Great Britain. This real time loneliness map informed our media and messaging strategy, showing us exactly where, when and how to focus our integrated campaign, targeting the areas of the country where help was needed the most with location-relevant messages.
Synopsis:
In the UK over 1.2million older people are chronically lonely, and over half a million regularly go over a week without seeing or speaking to anyone. As the UK’s leading older age charity, Age UK is on a mission to end this hidden tragedy. We needed to increase volunteers for Age UK’s ‘Call in Time’ service, where people make a phone call to an isolated older person every week for at least a year. It’s a big ask at the best of times, but 2016 was an extraordinary year. With relentless bad news, the public had reached their limit and were blocking out negative issues.
Outcome:
By telling a story that everyone could relate to, and using real world data to make it personally relevant, we successfully moved the cause of elderly loneliness closer to home.An incredible 33,000 people signed up to volunteer for Age UK’s Call in Time service, more than twelve times the number of calls they receive in a whole year (delivered in just 4 weeks). This campaign alone will end 2 million hours of lonely silence for older people across the UK in 2017. Online donations increased 4% YOY, a significant result given the success of the previous Christmas’s John Lewis partnership.And importantly, Age UK had 245% more lonely elderly people sign up to receive the Call in Time service than the previous year. This really is testament to our faithful depiction of loneliness, and granular targeting of our campaign to the areas where help was needed the most.