A gut-wrenching Age UK advert depicting the reality of cost-of-living Britain has ‘hit home’ for many, as viewers said the film showing pensioners sat alone in the dark and unable to afford to put the heating on brought them to tears.
The short film, part of charity Age UK’s ‘Know what to do’ campaign, was made to shine a spotlight on the tough challenges many people over-60 are facing this winter.
It starts off with a man polishing his shoes and listening to the radio, while an older woman happily chats on the landline to the tune of 1960s soul classic Be Young, Be Foolish, Be Happy.
But then suddenly the lights go out and the music cuts off, leaving the man sitting alone in the dark.
The woman is then seen shaking as she cries down the phone because she cannot afford to put the heating on, while a man is seen riding a bus alone before being told by the conductor: ‘Sorry mate, it’s time to go home.
When the elderly woman says, ‘I’m so cold, I don’t know what to do anymore’, the person the other end of the phone responds: ‘It’s okay, let’s get you some help.’
The advert is highlighting the problems many older people are facing including struggling to afford energy bills and being socially isolated.
But Age UK wants to point out that ‘no one needs to cope with these issues alone and that Age UK is there to help.’
Viewers reacted to the ‘powerful’ campaign film, saying it had ‘hit home’ and thanked the charity for its ‘powerful and humbling advert’.