Age UK, in tandem with creative agency Brave have launched a new film starring Jim Broadbent to support the Charity’s £10m Coronavirus Emergency Appeal. The donations will ensure that the charity vital advice and information line can continue to safely help the older people who feel lonely, but also will help funding food supplies and much more.
Demand for Age UK’s services has soared during this pandemic, with calls to their national Advice Line experiencing a peak of 88% higher than before the crisis and friendship services and local Age UKs seeing a huge increase in the number of older people who need urgent support and comfort.
eveloped by creative agency Brave, the new TV ad will run for six weeks from Monday 20th April. The campaign aims to raise vital funds and awareness of how COVID-19 is affecting the older population, such as difficulties in getting basic necessities like food and medicines, and not being able to see their loved ones. Money raised will help to fund essential services, such as information and advice, friendship services and practical support in local communities.
The TV ad stars BAFTA, Golden globe and Academy Award winning actor Jim Broadbent, who generously donated his time to support the campaign. Filmed in his own home, Broadbent delivers a simple, powerful and emotive message to viewers.
Laurie Boult, Fundraising Director at Age UK said: “We are delighted that Jim Broadbent is supporting Age UK’s Emergency Coronavirus Appeal in this way to help older people in need during this exceptionally challenging time. Making a film during lockdown required all sorts of creative approaches and we’re so grateful to Brave, Jim and all involved for turning it around so quickly. We hope the film helps everyone to understand how tough and worrying this crisis is for older people.
“Age UK is determined to be there for older people who need our help and especially for those who have no one else to turn to in this time of crisis. Demand for our vital services has skyrocketed during this unprecedented health emergency. We are urging everybody who can to help Age UK keep our information and advice and friendship services running and help local Age UKs provide practical support in their communities.”
Claire Knowles, Business Director at Brave said: “We are extremely proud to be working with Age UK to produce this incredibly important ad to raise funds for their Emergency Coronavirus Appeal. There has never been a greater time to pull together and support them in boosting their services to help our Nation’s older generation to get vital support. We wanted the ad to be very simple and presented by a well-known personality that everyone would resonate with. The result is a compelling, heart-felt message delivered and shot by Jim Broadbent in his home.”