Age UK x Coronation Street

Bronze winner of “Best Media Idea under £250K” at Media Week Awards 2020

Based on the insight that more than 1 million older people in the UK will feel lonely at Christmas, Age UK wanted to encourage viewers to sign up; be it volunteers or elderly people themselves.

I came up with the idea of creating contextual ads around certain episodes of Coronation Street, as there we knew there was a storyline of Rita being alone at Christmas. We filmed people from Age UK sharing their stories of loneliness that mirrored Rita’s storyline; leveraging the emotion from the show and pulling it out into real life and a purposeful call to action.