Fred’s world.
When you get older, your world gets smaller. That’s the story I told with this film, which took advantage of 2022’s Winter World Cup to raise the profile of Age UK (and, with it, more than £1.2 million pounds of income).
Christmas is when awareness of loneliness in older age is at its highest – and it’s Age UK’s top fundraising moment. But faced with once-in-a-generation Winter World Cup in 2022, they were worried they’d fade into the background.
That’s why I pitched Fred’s World.
Working with, rather than against, the football, the film dwells on how empty those big national moments feel when you’ve lost the people you love. And it reminds us how many lonely older people need support.
We worked with the brilliant guys at Middlechild productions to tell Fred’s story – creating five gorgeous period sets and capturing some really special emotion from our cast. Plus, we had a voiceover from Gabby Logan, who loved the idea so much, she did it for free.
Fred’s World hit airwaves, social media and digital OOH – and helped Age UK raise more than a million pounds.
