More than 70,000 people adopt a grandparent to help combat elderly loneliness

Adopt a grandparent

More than 70,000 people from across the world have signed up to a new scheme designed to combat elderly isolation and loneliness.

The digital ‘adopt a grandparent’ scheme has been launched by creative communications agency Pic PR and care home group, CHD Living.

Shaleeza Hasham, Head of Hospitality, Communications & Commissioning at CHD Living, said: “We’ve been absolutely astounded by the sensational response to our campaign! It’s been a complete whirlwind the past two weeks, but one that’s brought in much needed positivity at an incredibly testing time for the care industry. Some of the messages we’ve been receiving have been so lovely, and we’ve been pairing up people, facilitating video calls and encouraging communication; the start of which has been extremely heart-warming.”

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Aimed at combating loneliness and encouraging companionship, the initiative is centred on connecting the public with care home residents, helping them to form meaningful, intergenerational friendships.

As ‘virtual volunteers’, participants in the scheme will be encouraged to use technology to provide mental stimulation and remote companionship to those in care via regular video calls. Drawings, letters and poetry from the public are also being welcomed as part of the initiative to brighten residents’ days.

Care homes interested in joining the scheme should register their interest by visiting and filling in the form. From here, representatives from CHD Living will be in touch to discuss the next steps.

Members of the public who are interested in enrolling in the scheme can still register interest via

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The author Lee Peart

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