The Big Knit

innocent and Age UK


In 2003, innocent had an idea to put little knitted hats onto their smoothies, when someone thought; wouldn't it be nice if the little woolly hats could help real people too? So they teamed up with Age UK and donated 25p from every behatted smoothie sold, to help keep older people warm in winter and be there for those with no one else to turn to.

16 years later and this sector-leading campaign has grown and grown. Together we've galvanized thousands, if not hundreds of thousands, of knitters to create little hats for innocent smoothies, knitting over 7 million hats and raising £2.5m for Age UK to be there for older people.

From 3,000 hats in year one to 1.7 million hats today, it's testament to the partnership between Age UK and innocent that we have achieved this and kept the Big Knit fresh for so many years. Not only have we raised millions of pounds, we've created a campaign that has huge social impact, engaging new audiences for the charity whilst bringing together older people who might be lonely or isolated to knit hats and meet new people in their area.

Our little hats have made a big difference.

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