In 2017, Age UK funded the award-winning Channel 4 series Old People’s Home for 4 Year Olds at Christmas, focusing on the loneliness of older people at Christmas. In 2018, the focus was the Age UK helpline – a dedicated helpline connecting callers to a highly trained professional able to provide expert advice across any issue concerning an older person, from bereavement to dementia – and we created a Christmas special based on the premise of Celebrity Call Centre but with Age UK’s helpline. Channel 4’s 2-year Branded Entertainment editorial partnership with Age UK has delivered consistently better results year on year.
Media Director: Geraldine Ridgeway (Client Business Director - Manning Gottlieb OMD)
Senior Planner/Strategist: Hannah Gardener (Account Manager - Manning Gottlieb OMD)
Relevant Media or Brand Manager: Kathi Hall (Head of Content Strategy & Brand - Age UK)