The population of the UK has been ageing at a steady rate for decades. As a result, raising awareness of loneliness as experienced by the elderly is a more prominent fixture of charities and businesses alike. It often features in CSR programmes and fundraising initiatives across the UK.

Bluebird Care is no different. As part of its ongoing corporate social responsibility pledge, it has created a campaign in partnership with London-based agency Designhouse.

This includes a short film and website, intended to help tackle loneliness amongst British people over 65 using the hashtag #everyvisitcounts.

In 2014, Bluebird Care was shortlisted in the annual Corporate Social Responsibility Awards for its series of EngAGEment conferences.

These were held as a chance for Bluebird to associate with its predominately elderly customer base on a more personal level. Every Visit Counts is a continuation of that campaign, but with emphasis placed on making it interactive.

Much of the impetus for the creation of the campaign clearly stems from findings of the research done for the project, undertaken by Designhouse. The findings, which can be found at the foot of each page, reveal a harrowing picture of elderly loneliness.

1.3 million British people over 65 spend a total of two months on their own over the course of the year. In addition, the campaign reveals elderly women are twice as likely as men to spend lengthy amounts of time in solitude.

Peter Dobie, creative director at Designhouse, comments, “We did a lot of research when preparing to shoot this film and I was shocked by the statistics. It is difficult to imagine going a whole week without seeing anyone, as is the case for two million older people in this country.”

He continues, “The whole point of Every Visit Counts is that it really does – and if everyone made just one more visit to a family member of friend who they think could do with some company, then it would make a huge difference.”

Every Visit Counts places a clear emphasis on the fact loneliness amongst older people is an issue which anyone can help tackle, simply by visiting an elderly relative or friend.

The centrepiece of the website is a short video featuring 90 year old Joan, who sits alone and silent in her front room. It is a grounding insight into the life of millions of elderly people across the UK.

Alex Cavell, PR and marketing manager at Bluebird Care, says, “We have worked with Designhouse on a number of projects in the past and trusted their intuition to get the tone right when dealing with this sensitive issue. They really got under the skin of what loneliness feels like producing a film that is both powerful and, at the time, intimately personal.”

He adds, “We hope that the Every Visit Counts campaign raises awareness of just how much needs to be done to fight loneliness among the ageing population in Britain.”

The website is due to run from July through to September.