1. Brief

Age UK wanted to highlight the issue of raise awareness about the plight of loneliness amongst older people over the festive period and, indeed, at other times of the year too.

2. Response

The nationwide smart linear campaign was created from repurposed poster artwork. Every execution was geo-targeted and referenced locally relevant figures which showed the risk of loneliness among older people in neighbourhoods across England.

3. Results

Through the use of smart linear, the ground-breaking ‘loneliness heat maps’ gave Age UK the opportunity to reach a national audience with locally relevant messaging which really resonated with people and encouraged them to help Age UK to combat loneliness at Christmas and throughout the year.

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