Drum has worked closely with Age UK to launch its latest ‘No-one should have no-one’ Christmas campaign. In order to capture the bleak reality of loneliness amongst older people at Christmas, Drum, in partnership with production studio Independent, created a poignant film called ‘Just Another Day’. The film follows an older man’s unchanging daily routine without human contact across the four seasons, allowing the viewer to experience the monotony of loneliness in later life, for which Christmas is just another day.
Drum wanted to create an ad that portrays a very different kind of Christmas for those who don’t have any family or friends to celebrate the festive season with. Currently in the UK, more than 1.2 million older people in England are chronically lonely, and 1.4 million admit that Christmas day passes them by just like any other. Drum has absolutely loved working on this campaign with Age UK and is really proud of the impact it has had.
The campaign exceeded all expectations and resulted in an 82% increase in volunteers, in comparison to 2016, along with a 52% increase in regular donations, with Age UK achieving their highest ever donations and volunteers on one single day.
Awareness of Age UK hit an all-time high, with a staggering 254% increase of social mentions, whilst also trending No.1 on Twitter on release.
Finally, our campaign transferred into popular culture with the likes of Russell Howard, Sky News, Good Morning Britain and Channel 4 covering it as part of their television editorial, without being approached by Age UK.