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Age UK's Nod to Facebook 'Friends' Posters Delivers a Solemn Message

J. Walter Thompson Europe, 2 years, 6 months ago

Powerful outdoor ads from JWT London shine light on the loneliness of the elderly

Age UK's Nod to Facebook 'Friends' Posters Delivers a Solemn Message

J. Walter Thompson London and Age UK have launched an advertising campaign which responds to the current Facebook 'Friends' posters.

The adverts carry the powerful words 'No Friends' over the portraits of solitary older people.

"It is a great opportunity to remind people that some of us don't live like that." Explains Russell Ramsey, Executive Creative Director at J. Walter Thompson London. 

According to Age UK, one million older people in the UK go more than a month at a time without seeing or speaking to anyone.

Marianne Hewitt, Head of Brand at Age UK, said: “At Age UK we know how devastating loneliness can be for older people. Being lonely not only makes life miserable, it is also really bad for our health, making us more vulnerable to illness and disease.

"It's time we took loneliness seriously as a threat to a happy and healthy later life. We need to do more to support older people to stay socially connected: this is a big part of our job at Age UK and everyone can help by being a good friend or neighbour to the older people they know."

The campaign promotes vital services provided by the Age UK network. People are invited to text £3 which could help provide older people who feel lonely with companionship, support and advice.


Designer: Christian Timmermans

Creative Agency

Creative Agency: J. Walter Thompson London

Creative Director: Russell Ramsey

Creatives: Adam Collins and Mark Campion

Executive Creative Director: Russell Ramsey

Category: Charity , Corporate and social

Genre: Print