ALONE is an Irish charity that supports older people that live alone. When Coronavirus struck over 70’s were told to stay indoors and ‘Cocoon’. This caused a huge amount of fear and isolation. ALONE’s response was to create a National Support Line. The challenge? Help could not be offered unless those that needed it reached out. Older people HAD to get in touch and make the call. In Ireland, this generation are exceptionally reluctant to accept help or be seen to be in need of help.
The Insight & The Big Idea
“I am not a charity case”. This frame-of-mind was recognised as a potential barrier to engagement from the outset.
The Big Idea:
Provide help, advice and support to very isolated and vulnerable older people living alone during the Pandemic.
You may live alone but you are not alone.
BRINGING THE IDEA TO LIFE
Real people, real music, genuine emotion and positive engagement used consistently.
All metrics surpassed our most ambitious targets by multiples. 3 times the number of calls expected were received.