Age UK launches advertising campaign in response to Facebook 'friends' campaign

A new poster campaign has been launched by Age UK and J. Walter Thompson London in response to the new Facebook ‘Friends’ advertising campaign to highlight issues of loneliness in older people.

The new Age UK adverts show older people on their own, with the words ‘No Friends’ printed over portraits.

Posters for the latest Facebook ‘Friends’ have been put up in outdoor locations across the UK and in other countries, as well as a series of online and television adverts.

Executive creative director of J. Walter Thompson London, Russell Ramsey, said: “It is a great opportunity to remind people that some of us don’t live like that.”

The charity revealed that more than one million older people go for months at a time without seeing or speaking to anyone.

Head of brand for Age UK, Marianne Hewitt, said: “At Age UK we know how devastating loneliness can be for older people. Being lonely not only makes life miserable, it is also really bad for our health, making us more vulnerable to illness and disease.

“It’s time we took loneliness seriously as a threat to a happy and healthy later life. We need to do more to support older people to stay socially connected: this is a big part of our job at Age UK and everyone can help by being a good friend or neighbour to the older people they know.”

The charity hopes the campaign will promote and encourage people to make use of the important services and support that Age UK can provide to older people in the UK.

The adverts invite people to text £3 to help provide lonely older people with friendship, advice and support.

Previous campaigns by the charity include their ‘Love Later Life’ television advert created to encourage people to embrace ageing.