December 12th, 2018

Age UK, in partnership with Manning Gottlieb OMD, has launched their latest multi-faceted 'No one should have no one to turn to' campaign. The ITV partnership, comprising of an animated campaign created and produced by ITN Productions Advertising launched on Monday 3rd December with the Channel 4 partnership airing on Wednesday 19th December at 10 pm.

Over 2.65 million older people feel they have no one to turn to for help and support. A situation which makes the challenges of later life, such as coping with bereavement, feeling lonely, getting the right social care and managing health problems like dementia, so much harder to bear. Using TV to raise awareness of this stark reality, Manning Gottlieb OMD identified ITV's Coronation Street as a perfect platform to reach their target donation audience.

The activity launched in the first episode of Coronation Street on the 3rd December, with Age UK's hero TVC 'We Are Here' produced by Brave and directed by James Lawes of Darling. The following four Coronation St episodes have included Age UK 10" ribbon animations representing real-life calls to the Age UK advice line a 10". Each 10" snippet has been specifically placed so that it has a direct link to the storyline within the episode. The aim of this activity is to draw increased attention to the types of calls and enquiries Age UK receive on a daily basis.

Throughout the campaign, the charity is urging people to donate to help ensure that the Charity's essential services can continue to be there for older people facing the challenges of later life alone.

Separately, Manning Gottlieb OMD and 4 Sales have brokered a partnership to bring a one hour festive special of Celebrity Call Centre to Channel 4. The Christmas special, created and produced by Kerfuffle TV, watches well-known stars, including Nick Hewer, Debbie McGee and Amanda Barrie, answer calls from the public, many of which reflect calls that Age UK receive every day via the Age UK Advice Line. The real-life calls powerfully demonstrate the emotional and challenging issues Age UK have to deal with on a daily basis across a wide range of issues. The special will also feature contextual ads with the celebrities from the show.

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.

Both ITV and Channel 4 are offering us unique, emotive and powerful ways to tell audiences across the nation about the vital work Age UK do through their advice line. Delivering bespoke AV executions, we have the opportunity to explain more about the complexity of issues they have to deal with every day and really engage audiences with our message at this vital time of year. Hannah Gardener, Client Account Manager at Manning Gottlieb OMD
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.' Caroline Abrahams, Charity Director at Age UK

Keep up to date

Keeping up to date with the latest insights and inspiration from ITV Commercial is easy

Stay in the loop