Age UK: Donate Your Words by Diagonal View
Summary
This latest phase of activity is fronted by Sue Perkins and will continue to raise awareness of the heart-breaking issue of loneliness amongst older people and encourage the nation to get involved by donating their words. Although Sue only had a glimpse into the reality of long-term loneliness, the fit and healthy TV personality felt saddened and shocked after just a short period of time in isolation. Sue’s experience of undergoing the 30 hours of isolation was recorded and will be shown in two spot TV adverts, including one 100-second long form ad and a shorter 60 second TVC. Although Sue found this challenge difficult, the TV star understands this experience was not comparable to how an older person experiencing chronic loneliness might feel after days, weeks or even months without proper human contact. This phase of the campaign aims to give the public, especially the younger, tech-savvy generation, a window into this serious issue so more people can understand how much of a problem loneliness and isolation is, especially during later life.