Age UK Shines a Light on the Hidden Crisis Facing Older People Across Britain

Independent creative agency Neverland announced the release of their latest campaign for Age UK. The work is the first integrated brand and fundraising campaign created by the agency since winning an expanded remit with Age UK in early 2025.

The new campaign creates a pressure cooker of urgency and awareness of the issues older people are facing, often on a daily basis but often go completely unnoticed. Led with a 60" film titled 'A crisis hiding in plain sight' the campaign seeks to raise awareness of issues such as loneliness, poverty and isolation and drive donations towards helping.

A direct response campaign spanning TV, social and DM 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 – 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 running across TV, VOD and Social.

To find out more about the campaign visit: www.ageuk.org.uk/crisis.

Leah Mates, chief income generation officer at Age UK, said, “Our compelling new advert 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 advert 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.”

​Jon Forsyth, CCO and co-founder at Neverland said, “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".

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