OUGD505 / Studio Brief 02 / Product Range Distribution / Age UK / No Friends

Age UK, the charity for the older generation, has responded to Facebook's British ad campaign "friends" with posters highlighting loneliness among older people. The ads by J Walter Thompson London display the words "no friends" over images of solitary older people.

The campaign encourages people to donate £3 by text to help provide the older generation with companionship, support and advice.

This is the Facebook campaign it was mimicking:

The Age UK campaign is successful as it turns the 'friends' ad on its head, making us look at the other end of the spectrum, by using the same landscape layout and typeface is forces us to see it from a different perspective, and looking back at the Facebook 'friends' ad almost makes us feel bad and sad. This type of campaign could be a possible pathway.