The Loneliness Index

Manning Gottlieb OMD / Age UK


When was the last time you spoke to someone? A minute ago? An hour? How about a week ago?

It’s a shocking truth that over a million older people in the UK are chronically lonely and regularly go over a month without speaking to anyone.

Age UK aim to end this hidden tragedy, not through donations but through a commitment. A commitment to their ‘Call In Time’ service, where volunteers pledge to make one phone call per week to an isolated older person.

Age UK had to make the issue of loneliness personal to reach a nation who had switched off to negativity.

We created a loneliness index from Age UK and UK Census data to construct a real-time loneliness map of the UK. We used this to distribute and tailor bespoke content, driving our OOH and display and highlighting levels of loneliness down to a postcode level.

It worked -  2million hours donated, 33,000 new volunteers and self-referrals up 245%.

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