Old People's Home for Four Year Olds at Christmas with Age UK and C4

Channel 4

 

In collaboration with MGOMD, we came up with a brilliant idea for Age UK to help them highlight the loneliness that older people face at Christmas, driving donations and raising awareness at one of the busiest times of the year. We immediately identified that the brand values of C4’s hit show ‘Old People’s Home for Four Year Olds’ perfectly matched those of Age UK, together we pitched the idea to bring a Christmas special to primetime on Channel 4. ‘Old Peoples Home’ was a real hit when it came out earlier in 2016, and what better way to spread Christmas joy than by reuniting some of our St Monica’s Trust residents with their young friends? The premise was set for a warming campaign with serious heart.

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