What the John Lewis Christmas advertisement means for the Charity Sector
There are a few things you can guarantee every winter. The METRO will claim it will be the coldest winter on record, the Christmas lights will be switched on will be far too early and John Lewis will launch an emotional Christmas advert. And 2015 was no different as the major retailer launched their Christmas advert “Man on the Moon”. This year’s advert highlighted the issues of loneliness experienced by older people at Christmas and was created in partnership with Age UK. The advert ties in Age UK’s own strap-line “No one should have no one at Christmas” with the line “show someone that they’re loved this Christmas”.
The advert doesn’t explicitly mention the partnership with Age UK, but on the charity website and on John Lewis’ website there is information about the partnership and a ‘donate now’ link. In 2014 Age UK identified nearly 400,000 elderly people were worried about being lonely. Out of those 400,000, 60% claimed that Christmas was the most difficult period for them.
“Show someone they’re loved this Christmas” – The campaign tag line
Age UK’s charity director, Caroline Abrahams said: “The festive season is usually a time for celebration with those you love, but for too many older people it can reinforce feelings of loss, loneliness and of life passing them by…We all have a role to play in ensuring older people feel valued and included” This campaign is undoubtedly great news for Age UK, but what does the advert mean for the charity sector? Well within a day of its release, charities caring for elderly people were inundated with support, donations and volunteers; the elderly charity Independent Age saw a 600% increase in inquiries. Moreover, John Lewis has said it hopes to raise hundreds of thousands of pounds for Age UK with the Christmas advert.
To be aligned with Age UK is of course good for John Lewis but it is especially positive for Age UK. The partnership will help them raise funds for one of the many critical
To be aligned with Age UK is of course good for John Lewis but it is especially positive for Age UK. The partnership will help them raise funds for one of the many critical issues they deal with over the festive season as well as paint the charity sector in a positive light and showcase the excellent work they do.
Edore Evuarherhe, Digital Account Executive, Medialab