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Charity ads subvert Facebook to highlight the UK's lonely elderly

Nick Summers, @nisummers
April 16, 2015
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If you live in the UK, you've probably seen Facebook's new "Friends" ads on TV or the London Underground. They're refreshingly simple and focus on what the goliath social network was originally designed for -- staying connected with the people that matter most in our lives. However, soon you might see some new billboard ads, featuring a few subtle but incredibly powerful tweaks: namely, the use of the phrase "No Friends." They were designed by the J. Walter Thompson London communications agency for the charity Age UK, and highlight the loneliness experienced by many older citizens. We suspect more than a few passersby will do a double-take after seeing these, and hopefully they'll raise awareness for an important issue and the organisation trying to tackle it.

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