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Drum

Core disciplines: Advertising/Creative, Branded content, Digital

 

AGE UK - JUST ANOTHER DAY

Drum has worked closely with Age UK to launch its latest ‘No-one should have no-one’ Christmas campaign. In order to capture the bleak reality of loneliness amongst older people at Christmas, Drum, in partnership with production studio Independent, created a poignant film called ‘Just Another Day’. The film follows an older man’s unchanging daily routine without human contact across the four seasons, allowing the viewer to experience the monotony of loneliness in later life, for which Christmas is just another day. 

Drum wanted to create an ad that portrays a very different kind of Christmas for those who don’t have any family or friends to celebrate the festive season with. Currently in the UK, more than 1.2 million older people in England are chronically lonely, and 1.4 million admit that Christmas day passes them by just like any other. Drum has absolutely loved working on this campaign with Age UK and is really proud of the impact it has had.
 

 

RESULTS

Age UK and the issue of loneliness became the talk of the nation and was overwhelmingly successful in its objective.

Awareness of Age UK reach an all-time high with the charity achieving a 254% increase in Social mentions compared to 2016 and the campaign was even trending at No.1 on Twitter.

Further to this, the number of volunteers rose by 82% compared to 2016 and the charity achieved the highest number of donations and volunteers ever recorded for Age UK.

The campaign was overwhelmingly successful, gaining national coverage on social media and in the press including ITV News, Sky News, Channel Four and the London Evening Standard, which said it was the best Christmas ad. It was even awarded ‘ad of the day’ and ‘pick of the day’ in creative publications, The Drum and David Reviews.

 

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