Meet Rob.
One of the 1.7 million older people in the UK who can’t afford to turn their heating on this winter.
In 2025, charity Independent Age called on the government to undo the winter fuel payment cuts.
But how do you show people the cold reality faced by older people?
The Challenge
At 10 degrees, a home can kill. Yet 1.7 million older people in the UK won’t turn on their heating this winter, left frozen and forgotten after government cuts to the Winter Fuel Payment. This is not just a cost of living issue. It is a dignity issue. One that too often goes unheard.
Attention Seeking
We took an invisible crisis and made it impossible to ignore. Rob, a real pensioner from Cornwall who cannot afford to heat his home, became the face of the issue. We sculpted his likeness in ice and placed it outside Tate Modern, a frozen figure slowly melting in public view. A quiet, powerful protest that gave Rob space to share his story and call for change.
Impact
Rob’s sculpture attracted media attention from major TV broadcasters, radio and press.
His story was told by countless media outlets, and Rob himself appeared in 17 TV broadcast interviews, appearing on Good Morning Britain, BBC News, Sky News and GB News. The campaign gained over £1.5 million in earned media coverage.
With the help of Independent Age, Rob’s message raised over 500,000 signatures petitioning the government to change the legislation.
Media Mix
Activation, Social, PR
