Fred's World

Ahead of Christmas 2022, faced with an unprecedented cost-of-living crisis and a once-in-a-generation winter World Cup, Age UK launched Fred’s World – a film that used football as a jumping-off point for a poignant message about loneliness in older age.

With agency partner Consider, Age UK created a heart-rending story that cut through the challenging media context – reframing it as an opportunity to show huge new audiences the reality of loneliness in later life. With an immensely talented cast, five evocative period sets and a voiceover from Gabby Logan, Fred’s World is an original and nuanced portrayal of what too many older people in the UK are living through. The results speak for themselves. Running across BVOD, social media and OOH, the film reached more than eight million people, helping to drive 30,000 more visits to Age UK’s website and boosting propensity to donate – as well as reaching audiences that the charity had never engaged with. Fred’s World is an extraordinarily beautiful, memorable story that captured hearts across the UK – and helped Age UK to raise more than a million for their vital services last Christmas.