Age UK: Isolation

neverland are launching their first work for Age UK with a campaign which shows how, despite apparently going about their lives quite serenely, some older people are facing agonising challenges this winter. The campaign highlights the sensitivity and expertise with which Age UK helps, providing older people with practical solutions and precious reassurance. The campaign is inspired by real stories that Age UK has heard through its free and confidential Advice Line – open 365 days a year, which answered more than 200,000 calls last year. Launching the campaign is a series of 60” and 30” films directed by Molly Burdett of Spindle. Burdett is one of the industry’s most exciting new directors after being named best new director at the 2021 Kinsale Sharks, and winning a Glass Lion for her ‘Have a Word’ campaign for the Mayor of London in 2022. neverland worked with Age UK to develop this campaign against the context of one of the most difficult winters many older people will have ever experienced, as they try to make their fixed incomes stretch to cover the essentials at a time when prices are soaring. In the 60” launch film, we see three older people seemingly happily going about their lives with the action set to the northern soul classic ‘Be Young, Be Foolish, Be Happy’ by The Tams. But we soon realise that all is not what it seems as one of the three’s electricity meter runs out, bringing an abrupt stop to the upbeat music. In a harrowing rug pull, we begin to understand the reality of the situations each of the characters faces: lack of companionship, struggling to pay for electricity, and despair at the prospect of being unable to afford the heating, plus the acute distress they feel at being in these situations. The films end with one of the characters calling Age UK’s Advice Line for help, followed by the new campaign line: ‘Know what to do’. The intention is that this will encourage older people in difficulty and their families to seek out information, advice and support from the Charity, online, over the phone or by letter or email, as they prefer. Forgoing the longer film’s cheery set up and rug pull, the three 30” edits are very hard hitting. They focus squarely on the issues often faced by older people, before showing them calling Age UK for help.