The Impact of Loneliness on Older People

Alana: I would not want to have been the person in charge of a pack design that costs 40% of sales. But yes, so you're right. This was an activation as part of a broader campaign and it was supported across channels. We partnered with Skye and Sue Perkins - she had to spend 30 hours alone and experience for herself how difficult loneliness was. So eventually that grew into a partnership with Manchester United,. The point of consistency throughout was the bar throughout all of the kind of video assets that went alongside it.