This is a story of how Age UK partnered with John Lewis retail group to combat loneliness among old people at Christmas. The campaign, which featured additional streams of content related to the retailer's 'Man in the Moon' Christmas TV spot, raised awareness of the issue, and sparked an emotional connection with diverse audiences. The case cites evidence of the positive, wide reaction to the campaign, as well as support amongst politicians. Against a backdrop of decreasing donations to charity, the communications drove immediate increases in intent to donate to the charity and recruitment of new regular donors. It is estimated that the activity generated about 2.2m in short-term financial value, equivalent to a profit ROMI of 0.34 for every 1 invested.