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’. Following an older man’s unchanging, daily routine without human contact across the four seasons, the film provides a unique insight into the monotony of loneliness in later life.
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. The ad portrays a very different kind of Christmas for those who don’t have any family or friends to celebrate the festive season with.
The campaign exceeded all expectation and resulted in an 82% increase in volunteers, in comparison to 2016, along with a 52% increase in regular donations, with Age UK achieving their highest ever donations and volunteers on one single day.
Awareness of Age UK hit an all-time high, with a staggering 254% increase in social mentions, whilst also trending at No.1 on Twitter on release.
Finally, our campaign transferred into popular culture with the likes of Russell Howard, Sky News, Good Morning Britain and Channel 4 covering it as part of their television editorial, without beinf approached by Age UK.