Age U.K. is using geo-targeted digital billboards as part of a campaign that highlights how many seniors in society feel lonely over the Christmas period.
The charity worked with digital billboard specialist Grand Visual, which developed the campaign from repurposed poster artwork. Each execution references locally relevant figures -- for example a billboard in Birmingham announces "There are 41,000 lonely older people in the West Midlands" alongside the strapline "No one should have no one" and a call to action to visit the Age U.K. website.
The billboards are part of a wider campaign by Age U.K. highlighting loneliness. They tie into "loneliness heat maps" it created, which show the areas of the country where different factors mean that over 65s are more likely to be alone. The OOH activity aims to drive donations, encourage people to volunteer and take action locally, and raise public awareness of the issue more broadly.
Last year at Christmas, Age U.K. teamed up with John Lewis as the charity element of its Man on the Moon Christmas ad, which directed viewers to think about the elderly during the holidays. Helen Mirren narrated a film that tied in with the making of the ad.