Age UK launched a Spring Urgent Appeal to raise awareness of the challenges older people face, particularly isolation, poverty and the rising cost of living. The campaign needed to capture attention quickly across social channels, driving both empathy and action, while staying true to Age UK’s compassionate yet urgent brand voice.

As a Creative at RAW London, I helped shape the concept and messaging for the appeal. I was responsible for developing a narrative for the videos that would cut through in a crowded digital space, optimising scripts and captions for maximum clarity and emotional resonance, and ensuring alignment with campaign strategy and audience insight.