An update on the 2021 Christmas Fundraising Campaign

This year’s Christmas Fundraising Campaign asks supporters to “Make Christmas a little brighter for a lonely older person”. Find out all the details below, including what you’ll see and where.

Our multi-award-winning winter brand & fundraising campaign is back, launching on Monday 1st November! Last year, you may remember that we adapted our campaign messaging to reflect the increased level of need, with the campaign line ‘Now more than ever, no one should have no one’. This year, we have a new campaign proposition asking supporters to ‘Make Christmas a little brighter for a lonely older person’. Find out full details below, including when your organisation can access campaign assets to get involved.

Campaign assets for brand partners

Our Brand Partner Guide will follow in the next week, with guidance and resources for fundraising and raising awareness of your organisation at Christmas. We will be sending you a poster, web assets and wording for social. We really hope you like these and that they will help you to get involved with the campaign.

We’ll also be including information about our exciting new Community Fundraising product Jingle Bakes, and how you can get involved with it – as well as details of the return of Run Your Age.

What you’ll see and where of Age UK’s national campaign

Online: We will be launching an integrated fundraising and brand campaign across our social channels which you may see on Facebook and Instagram, as well as testing new channels such as YouTube and Online Display to really make our campaign as digital first as possible. When streaming TV on digital channels you may also see some videos of Age UK storytellers.

Offline: We have inserts, door drops, partially addressed mail and our Warm Appeal all launching in November. As usual, we will have some PR activity around Christmas and be looking at ways we can involve our celebrity ambassadors to generate coverage and amplify our campaign.

The campaign will be driven by the experiences of real people who have been supported by Age UK’s national Telephone Friendship Services who have been kind enough to share their stories. Our lead storyteller is Terry, who you will see on the majority of our creative, and our two supporting storytellers are Connie and Michael.  All three of them will feature heavily across our digital channels, as well as in print. We are so grateful to them all for sharing their stories with us to help support the Christmas campaign.

Please note all messaging, imagery and assets should not be used before 1st November, which is the launch date of the campaign.

Useful contacts 

We’d love it if you’d like to get involved in the campaign this year.  If you have any questions, please find some useful contacts below:

Author: ageukcomms

Age UK

Leave a Reply

This site uses Akismet to reduce spam. Learn how your comment data is processed.