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A Painful Race

Age UK | Peter vs Sam

Problem

New research for Age UK reveals that people aged 65 and over will make on average 24 medical trips per year, yet more than 1.6 million over 65s find it difficult to get to and from hospital appointments. 

Whether hospital-arranged or public transport, the travel options available for many do not serve their needs. 

Age UK asked us to create a film that would spark conversation.

Solution

We wanted to emphasise how long, complex and arduous these journeys could be for elderly patients. 

Our strategy was to provide viewers with a frame of reference that they could relate to, as the issue can sometimes be minimised by those that haven’t experienced it directly. To do this, we came up with the 'painful race' format.

The film contrasts the journeys of Peter, an elderly patient completing his typical route to the hospital, and Sam – who we dropped in the middle of nowhere with no help or assistance. Two people, travelling to the same hospital from equal starting distances – with very different outcomes. 

Impact

Through the 'Painful Journeys' campaign, Age UK successfully raised awareness of the problems older people face, highlighting just how difficult older people’s journeys can be when attending routine hospital appointments for multiple health conditions. 

The film was released to coincide with the government’s subsequent announcement of a national review of the NHS patient transport service – it will be used to foster understanding and awareness around the issue while it is in the spotlight.

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