M&C Saatchi launched a lovely emotive Christmas campaign for The Silver Line Charity

Ads, Creativity

M&C Saatchi has unveiled a creative Christmas campaign for The Silver Line helpline charity after research has shown more than a million older people in the UK suffer the pain of loneliness all year round. The online video is aimed to raise awareness of the charity’s work in supporting lonely older people and drive donations during the Christmas period.



The film features an older man called Leslie Rocker, who is actually a Silver Line caller himself, getting ready for Christmas. At the same time a younger family are seen to be playing and wrapping up presents. As the video progresses it would seem the younger family and Leslie – otherwise known as Grandpa – are soon to meet. But video ends with Leslie looking out of the window as the younger family go next door, highlighting his loneliness.



The charity was set up by British journalist and television presenter, Esther Rantzen and the campaign is targeted at people who donate at Christmas – in particularly people who value getting together with their families and friends at this time of year.

We knew loneliness existed in this country, but the extent of this epidemic of loneliness and isolation suffered by people over 65 has shocked and alarmed us.  We wanted to use a real example showcasing the important work we do to influence others to take note.

Esther Rantzen,

Founder & President The Silver Line

This is a powerful campaign for an incredibly important cause. When people come together with family and friends this Christmas it’s vital to remember those who are lonely.

Jason Lawes,

Creative Director M&C Saatchi


In addition to the only free confidential helpline for older people which is open 24/7, The Silver Line has trained more than 850 volunteers to become Silver Line Friends, making regular befriending calls to more than 1100 older people.   The Silver Line has  set up Silver Circles, conference calls for several like-minded people who want to chat in a group and Silver Letters for people who like to write and receive hand-written letters and who may be hearing impaired.


M&C Saatchi

  • Agency contact: Lydia Gough – Account Director, Emily Stewart – Senior Account Manager
  • Copywriter: Gary Arnold
  • Art director: Neil Ritchie
  • Planner/CSU Director: Katarina Tencor
  • Creative Director: Jason Lawes
  • Agency Producer: Sue Cooke
  • Designer: Jonathan Muddell
  • Photographer: Liam Ricketts
  • Production company: Smuggler
  • Director: Chris Thomas
  • Audio Post Production: Soho Square Studios, Mark Hill
  • Post Production: Framestore