Kitcatt Nohr Digitas

Kitcatt Nohr has created a radio campaign for Age UK, the new force combining Age Concern and Help the Aged, as part of the charity’s Spread the Warmth initiative. The campaign rolls out this month and features Siân Lloyd and Anna Massey.

Kitcatt Nohr was briefed to create a local radio campaign for key areas including Birmingham, Norwich and Tyneside to raise awareness of Age UK’s Spread the Warmth initiative and to encourage people to go into Age UK shops to pick up a free thermometer, which can help people in later life keep warm and well during the cold winter weather. The campaign targets people in later life, supporters of Age UK and the wider general public.

Spread the Warmth is a new fundraising campaign aiming to help Age UK respond to the needs of 350,000 older people this winter through its local and national services.

The radio ad features TV personality and weather presenter Siân Lloyd hosting a “weather forecast” for a typical British home in winter. The ad finishes with a voiceover by actress Anna Massey, who tells listeners that it gets more difficult for us to sense a dangerous drop in temperature as we age. Listeners are invited to pick up a free thermometer and guide to keeping warm from their local Age UK shop or by calling a free phone number.

Duncan Lewis, Director of Marketing at Age UK, commenting on the campaign said: “Many people are aware of the problems facing people in later life during winter.  They might be unaware, though, that people are less able to judge temperatures as they get older. Having a free thermometer is a simple way to ensure a people in later life stay safe and warm this winter.”