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News And Views

News & Views

  • 13 March 2015
  • Megan Fell


We all know and love selfies, right? Well last month, we worked on a great project with the amazing charity Age UK titled #NotByMySelfie as part of its No One Should Have No One campaign.

The idea is simple: we invited the public to post pictures of themselves with an older person in their lives on Twitter and Instagram, and also, if they can, to text donate £3 to help Age UK to address the loneliness many older people experience.

It followed a survey just before Christmas which revealed that one in four people aged 65 and over feel have no one to turn to for help and support - and #NotByMySelfie is one of the campaign tools Age UK is using to address this problem

As part of our media outreach and to support the wider research story, we utilised Age UK’s relationships with celebrity ambassadors to secure interviews with a number of key media titles, highlighting the core messages of ‘No one should have no one’.

In total, 60 pieces of coverage were achieved across national, broadcast, regional and consumer titles - while #NotByMySelfie encouraged Twitter users to share a photo of themselves with a loved older person, be it a family member of friend.

And to drive awareness, we opened our collective little black book of celeb contacts, securing 43 celebrity supporters - their tweets alone reaching over 22 MILLION followers, not to mention ensuing retweets. Who supported the campaign? Only Jack Whitehall, Pixie Lott, TOWIE’s Lydia Bright and Ferne McCann, Penny Smith, Liz McClarnon, Hollywood heartthrob Actor Luke Evans (swoon) and Rio Ferdinand, to name but a few.

Like I said, a great campaign to work on – and The Guardian agreed, naming it February’s Charity Campaign of the Month. And it demonstrated how relatability and emotiveness can drive success -everyone knows someone older, and envisaging them facing life alone is heart-breaking. Eventually we all grow old, and none of us want to do that alone - thanks to Age UK, we shouldn't have to.