Age UK takes a stab at Facebook as it raises awareness of rising loneliness among OAPs

Age UK has launched a new advertising campaign, which uses a stark juxtaposition to respond to the current Facebook ‘Friends’ poster campaign. The adverts, designed by J. Walter Thompson, feature the words ‘No Friends’ over portraits of solitary elderly people.

Aiming to raise awareness of the one million older people in the UK it says go more than a month at a time without seeing or speaking to anyone, Age UK will ask people to text £3 to donate as part of the campaign, which will run in print and outdoor media.

“We need to do more to support older people to stay socially connected; this is a big part of our job at Age UK and everyone can help by being a good friend or neighbour to the older people they know,” said Marianne Hewitt, Head of Brand at Age UK.

Russell Ramsey, executive creative Director at J. Walter Thompson London, in refence to Facebook’s first TV campaign, added: “This is a great opportunity to remind people that some of us don’t live like that.”

The social media platform launched the multimedia ‘Friends’ campaign back in February to talk up the friendships formed among its 31.4 million UK users.

The on-going campaign includes outdoor advertising featured on billboards, which show emotive images of friendship groups with the word “friends” emblazoned.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here