Best Use of Content (Budget over £250k)

Channel 4


Old People’s Home for 4 Year-Olds at Christmas - Age UK

Older people’s loneliness is a critical issue in the UK, with over 1.2m older people lonely and 200,000 going over one month without speaking to anyone. It’s a topic people avoid however and one that is particularly difficult to highlight at a time like Christmas - ironically when older, lonely people might need help the most.

Age UK challenged Channel 4 to raise awareness of the issue and drive an increase in both donations and volunteering during the busy festive period. Channel 4 identified that the brand values of its hit show Old Peoples Home for 4 Years Olds - where pre-schoolers and pensioners learn from each other, perfectly matched those of the charity. So it created a Christmas special edition of the show - Old People’s Home for Four Year Olds at Christmas, this time highlighting the contrast of a shared Christmas versus one in isolation.

Age UK services were weaved into the programme’s content, with the cast visiting their centres, meeting volunteers and lonely older people, and inviting them to join a carol concert for the lonely. Other content included loneliness-themed sponsorship idents and seven exclusive pieces of social content. Loneliness at Christmas became the talk of the nation, with awareness of Age UK officially an all-time high in the aftermath of the programme, which also saw the highest single day of donations ever.

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