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John Lewis Christmas advert has important message about elderly care

The release of retail giant John Lewis’ Christmas advert has become a global phenomenon – with views on television and online reaching well into the millions. This year, the advert titled ‘Man in the Moon’ has an important message of caring for the elderly in our community this holiday season.

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John Lewis Christmas advert has important message about elderly care

The release of retail giant John Lewis’ Christmas advert has become a global phenomenon – with views on television and online reaching well into the millions. This year, the advert titled ‘Man in the Moon’ has an important message of caring for the elderly in our community this holiday season.

Created in partnership with the charity Age UK, the advert depicts a long-distance “relationship” between a young girl and a man living alone on the moon. The girl notices the man when stargazing from her bedroom, and desperately tries to contact him – in any way possible. She finally succeeds in getting a Christmas gift to a man, and gives him a way to feel connected to the wider world.

Although the advert captures the magical, fantastic nature of the holiday season, the underlying issue is an important one. There are many elderly people in the UK who feel isolated and detached from society at large. Despite communication advances like Skype and smartphones – as well as convenient mobility technology like scooters and easy-to-read guides for home-installed stairlifts, elderly people often get left behind and even forgotten. Especially during Christmas time.

Viewers of the advert are urged to: “Show someone they’re loved this Christmas.”

Esther Jackson, Marketing and Fundraising Director at Age UK spoke to the The Huffington Post about the campaign. The store plans to support Age UK throughout November and December in a number of ways, including a 'text to donate' widget and sales of selected Christmas merchandise.

“This is a really exciting collaboration and coming together like this is a brilliant opportunity to raise awareness of the issue of loneliness at Christmas time in a powerful, heart-warming way,” Jackson said. "We hope it will really strike a chord with the nation - driving not only awareness, but donations and actions to help some of the million older people who go for a month without speaking to anyone.”

“We hope it inspires people to find really special gifts for their loved ones,” said Craig Inglis, Customer Director at John Lewis. “Through our partnership with Age UK, [we hope it] raises awareness of the issue of loneliness amongst older people and encourages others to support in any way they can.”

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