Age UK and John Lewis Man on the Moon Christmas campaign

Age UK


As part of its ‘No one should have no one at Christmas’ campaign Age UK formed a partnership with John Lewis’ 'Man on the Moon’ campaign. The partnership included TV, social media, local fundraising events, merchandise and donation mechanics.

The campaign dramatically raised awareness of the issue of loneliness and created an emotional connection – the TV ad achieved 62% recall for Age UK with 80% of people seeing the ad saying it made them realise loneliness was a problem, and 76% saying it made them want to help older people who are alone.

The campaign also created a key cultural moment and generated over 700 pieces of PR, with a reach of 3.8m people on social media.

It galvanised support amongst politicians with 84% of MPs saying they were aware of the campaign and 68% supporting it, and it inspired a phone call from Downing Street congratulating Age UK on the campaign.

It inspired over 12 thousand people to inquire about becoming a volunteer, and all 45 John Lewis stores to support a Christmas event for their local Age UK.

It helped Age UK win its first ever Charity of the Year vote and helped deliver over £2m income.

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