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Over 1.2 million older people in England are chronically lonely, and 1.4 million admit that Christmas passes them by as just another day.

To combat this problem of isolation, Age UK’s latest ad by Drum follows an older man’s unchanging daily routine without human contact across the seasons. Manning Gottlieb OMD has also brokered a partnership between the charity and Channel 4 to bring a one-hour festive special of Old People’s Home for 4-Year-Olds, a social experiment that demonstrates the improvements in lonely older people through regular human contact. Sponsorship idents will air along with the show, and out-of-home ads will display messages to consumers about loneliness in later life.