Judges’ Award 2024 Gold Over £50 Million

Age UK
Age UK. Know what to do.

Film & Campaign Description

Amidst one of the most difficult winters many older people will have ever experienced, with fixed incomes stretched and prices soaring, Age UK launched a new brand campaign to shine a light on the impact the cost of living crisis is having on many older people’s mental health and wellbeing.

Titled Know what to do, the campaign highlighted the sensitivity and expertise with which Age UK helps older people by providing practical solutions and precious reassurance. The campaign is inspired by real stories that Age UK has heard through its free and confidential Advice Line which answered more than 200,000 calls last year.

UN Sustainable Development Goals

We align with the following UN Sustainable Development Goals: