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By Gillian West | Social media manager

November 28, 2014 | 2 min read

Charity the Silver Line has worked with M&C Saatchi to create a Christmas campaign geared at raising awareness of the charity’s work and drive donations during the festive season.

The pro-bono work, which stars a real Silver Line caller, comes following research which showed more than a million older people in the UK suffer the pain of loneliness all year round.

Journalist Esther Rantzen, the founder and president at the Silver Line, commented: “We knew loneliness existed in this country, but the extent of this epidemic of loneliness and isolation suffered by people over 65 has shocked and alarmed us. We wanted to use a real example showcasing the important work we do to influence others to take note.”

M&C Saatchi creative director, Jason Lawes, added: “This is a powerful campaign for an incredibly important cause. When people come together with family and friends this Christmas it’s vital to remember those who are lonely.”

The Silver Line has more the 850 volunteers who make regular befriending calls to more the 1100 older people and has set up Silver Circles conference calls for like-minded people to chat in a group. The charity also arranges Silver Letters for those who like to write and receive hand-written letters or may be hearing impaired.

M&C Saatchi Drum News UK

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