Age UK

The charity that helps to support the elderly has launched an interactive video as part of its Care in Crisis campaign

Age UK's Care in Crisis campaign
Age UK's Care in Crisis campaign

What is it? 

The charity has launched an online hub where members of the public are urged to back the charity’s Care in Crisis campaign.

The hub includes an interactive video, which was created using information from real-life case studies, and aims to educate the viewers on care issues facing older people. Viewers can click on various objects in a fictitious older person’s living room to find out more about their life and how they are affected by not receiving enough care.

Watch the interactive video:

There are also two other videos of real people who document their stories, while an online blog will be updated regularly with new case studies and expert opinions about care issues.

What is the campaign all about?

The charity has been running its Care in Crisis campaign since January 2012. The campaign aims to ensure that every older person is able to get the care they need. It is reaching a crucial point as the Care Bill makes its way through the House of Lords.

How is the campaign being promoted?

The charity is promoting the campaign on its Facebook and Twitter pages, with the hashtag .

Anything else?

Visitors to the hub are encouraged to ‘Lobby a Lord’ by filling in an online form that will send messages to a selected number of peers, urging them to discuss the bill.

Third Sector verdict:

The interactive element to the video means that viewers engage with the issues, rather than just sitting back and watching a video. The blog is a great idea to keep the hub fresh and ensure there is always new content when viewers visit the website. Additionally, the 'Lobby a Lord' function gives visitors an easy way to contact a peer and share what they're doing with their followers on social media, thus spreading the campaign message more widely.

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