Age UK campaign exposes 'crisis hiding in plain sight'

Age UK is launching a major new ad campaign which aims to highlight the serious issues that older people are facing – in many cases on a daily basis – but that often go completely unnoticed.

Led with a 60″ film entitled “A crisis hiding in plain sight”, the work is the first integrated brand and fundraising campaign created by agency Neverland since it won an expanded remit with the charity in early 2025.

The spot, which launches this week, seeks to raise awareness of issues such as loneliness, poverty and isolation and drive donations towards helping.

Media planning and buying has been handled by MGOMD and Medialab.

A direct response campaign spanning TV, social and direct mail will launch alongside the brand-led film. Using the same footage and style, this work delivers sharper messaging around the impact of donations to Age UK and the tangible way people can help – with the aim of driving vital support at a time of year when its services are needed more than ever.

A second phase of the campaign, with new films focusing on the impact of the cost-of-living crisis, will launch in January across TV, VOD and social.

Age UK chief income generation officer Leah Mates said: “Our compelling new ad brings to life the stark realities many older people face during the coldest months – from isolation to the impossible choice between heating and eating.

“Through our new campaign we are aiming to shine a light on the ‘crisis hiding in plain sight’ facing older people during the winter. Together, with vital funds, we will change how we age in the UK, forever.

“This ad reflects the real experiences Age UK hears about every day through our work. We hope by combining powerful storytelling with a clear call to action, that this campaign will raise vital funds for the charity so that we can continue supporting older people across the UK throughout the winter and beyond.”

Neverland chief creative officer and co-founder Jon Forsyth added: “When you find out quite how bad things are for so many older people today, you think very differently about what you can do to help. This is a crisis happening right in front of us and we need to respond to it now.”