Age UK tackle social care with provocative campaign [Video]

Age UK today unveils “Let’s Change How We Age,” a bold campaign aiming to spark national dialogue on ageing, developed by agency Neverland.

Running across multiple platforms, including TV, social media, and OOH, the campaign urges a reevaluation of how society values older people in a rapidly ageing society.

The centrepiece of the campaign is a film by director James Marsh, contrasting society’s reverence for antiques with its neglect of older people, featuring actor Richard Durden. OOH ads, featuring AI-generated images by photographer James Day, depict older adults facing challenges of isolation and inequality.

CEO Paul Farmer calls for urgent action: “We must shift attitudes now or risk being unprepared for an ageing society.” The campaign seeks to inspire public support for Age UK’s mission of fostering a society where all older people can thrive.