Age UK Richmond

The brief:

Age UK Richmond wanted to showcase its services for older people in their community and commissioned Tallboy to conceive and produce a short film to highlight what they do, called ‘Love Later Life’.

The film would be the centrepiece of a special fundraising and awareness event at the Olympic Studios cinema in Barnes, South West London. Plus feature on the charities website.

The Objective:

The aim of the film was to celebrate the positive difference Age UKs makes to the lives of older people in Richmond and to communicate this to potential and existing funders.

The challenge:

As a charity, Age UK has a limited budget to spend and the video needed to deliver measurable results and demonstrate good return on Investment.

The approach:

Tallboy worked in close consultation with Age UK to come up with a treatment that  would be powerful and emotive with a friendly tone and contemporary feel whilst integrating into the charity’s latest brand refresh, Love Later Life.  The film concentrated on hearing from older people themselves and produced a five-minute video featuring them talking about the services available in the community to support their wellbeing.

What was the distribution strategy?

Tallboy uploaded the film to YouTube. We optimised the channel for Age UK Richmond, including uploading logo and artwork, linking to its social media links, writing the description and tags. Tallboy also advised on the marketing of the video, it was maximised across Age UK Richmond’s social media networks, such as Twitter, FaceBook, Google+ and YouTube.  This all has helped drive traffic back to the Age UK Richmond web site. We also created and embedded the video on a special landing page on the charities web site. At the launch event at the Olympic Studios cinema in Barnes, SW London, Tallboy specially made a Blu-ray disc as well as volunteered its services and resources to make a video about the launch.

The result:

The film was used on many different platforms and seen by a wide variety of audiences resulting in a 38% increase in web traffic driven by social media, a 48% increase in number of clients using charged-for services and a 6% increase in donations.

However, one very important outcome for Age UK Richmond was as a result of the film, it received a direct grant of £8,000 from The Porter’s Trust. Although this may not be seen as a huge sum of money, for a small charity like Age UK Richmond, it is vital.

Age UK Richmond also says the film has increased brand awareness. Staff and volunteers say viewers report the film brings a real feel good factor about their organization and ageing.  Age UK Richmond also say it has helped differentiate them to being seen as a local charity and not the national organisation Age UK, which is important for them when generating funds.

The “Love Later Live’ video also used in a campaign to enter the Richmond Business Awards 2014 in which AgeUK won the People’s Choice Award. (http://www.richmondbusinessawards.com/rba-2014-winners/)

http://youtu.be/cXiua7x7k2E

‘The film shows some of the issues faced by older people but really focuses on how we make a difference so they can love later life. I feel the film strikes a nice balance. I think the new tag line ‘love later life’ has huge mileage and relevance. Thank you so much Talboy!”

Stephanie Mackenzie

Marketing Co-ordinator at Age UK Richmond

“…it’s been a great experience. We have used it such a lot over the last 8 months or so, showing it to several different audiences. It has been well received by everyone who’s seen it…”

Sandra Morrison

Chief Officer, Age UK Richmond