John Lewis Christmas advert highlights the millions of older people who spend Christmas alone

Department store John Lewis has partnered with Age UK to release its latest Christmas advert which highlights the millions of older people due to spend Christmas alone.

The advert lends its support to the latest Age UK campaign, ‘No one should have no one at Christmas’, which raises awareness that more than a million older people haven’t spoken to a friend, family member or neighbour for over a month and feel chronically lonely.

The Man on The Moon advert is set to the Oasis track ‘Half the World Away’ and was recorded by 19 year old singer Aurora. The advert tells the story of a magical connection between a little girl called Lily and an older man who lives alone on the moon. It shows the connection between thoughtfulness and Christmas time, when so many people are found celebrating and spending time with family and friends, yet millions of people, young and old, still find themselves alone.

The advert ends with the strapline ‘Show someone they’re loved this Christmas’.

Customer director at John Lewis, Craig Inglis said: "Our Christmas advert is once again all about going the extra mile to give someone the perfect gift. This year though, the story is told in a uniquely creative and engaging way as we see Lily, our heroine, go to great lengths to connect with the Man on the Moon.

“We hope it inspires people to find really special gifts for their loved ones and through our partnership with Age UK, raises awareness of the issue of loneliness amongst older people and encourages others to support in any way they can.”

During November and December, John Lewis will be supporting Age UK in their stores and online, and through the sales of selected Christmas merchandise and a text donation mechanism.

In addition, the message will be spread through a range of channels, including: 'moon pop-ups' in 11 John Lewis stores which will provide the opportunity for people to take photos with a moon backdrop, while learning about the moon and the Age UK Christmas partnership.

Last year alone, Age UK identified nearly 400,000 people aged over 65 who were worried about being lonely at Christmas. Of those, more than 60 per cent said they felt Christmas would not be the same without spending it with their children or grandchildren.

Commenting on the latest Age UK figures, charity director at Age UK, Caroline Abrahams said: “The festive season is usually a time for celebration with those you love, but for too many older people it can reinforce feelings of loss, loneliness and of life passing them by.

“Contrary to what many people think, loneliness is not a normal part of ageing, and it not only makes life miserable, it can have a serious impact on physical and mental health too.

“Today, many families are widely dispersed so it is certainly true that visiting older relatives can be challenging. Yet as our research shows, making the effort to keep in touch often makes an enormous difference to older people who tend to be stoical and therefore reluctant to admit how lonely they are.

“We all have a role to play as individuals, families and communities in ensuring older people feel valued and included and that’s why we’re asking everyone to join us in taking action. By donating and signing our petition you can help older people to enjoy the festive season and the year to come; everyone should have someone at Christmas.”

Similarly the Campaign to End Loneliness have released new figures which reveal the impact that chronic loneliness has on NHS services and A&E departments, particularly during winter.

The survey reveals that nearly 2.5 million people aged over 60 would not know where to go for help if they were feeling lonely, and predicts the problem is likely to worsen with nearly 20 per cent of over 60s expecting to be lonely as they get older.

The charity has warned that loneliness can be as harmful to a person’s health as smoking 15 cigarettes a day. The results revealed that those experiencing loneliness were more likely to visit A&E departments or have a higher use of medication, while one in five people visit their GP every day because they are lonely.

The latest warning from the Campaign follows calls by the NHS for more support services to reduce loneliness and ease pressure on A&E departments during the Christmas period after last year’s admission numbers reached record levels.

Director for the Campaign to End Loneliness, Marcus Rand, said: “It’s worrying that there is a lack of awareness amongst older people about the support available to address loneliness, especially when nearly 20 per cent say they expect to be lonely as they get older.

“We know that loneliness is linked to an increase in use of NHS services and is a serious public health issue. This is why it is important that health services and charities offering support to older people work together to identify and reach the most vulnerable. This early offer of support is essential to help reduce strain on local services this winter.”

NHS England's director for acute care, Keith Willett, last year cited a study in South West England, which revealed that 45 per cent of patients over the age of 75 who were admitted to an A&E department, said they felt socially isolated.

The Campaign to End Loneliness urges charities and health services to work closely to ensure that older people are aware of the support available to them, such as befriending services, like one run by charity, the Royal Voluntary Service.

The Royal Voluntary Service is a founding member of the Campaign to End Loneliness and has more 35,000 volunteers who help people to remain independent and get the most out of life.

Their Good Neighbours scheme works with local GPs to help to identify older people who are most at risk of ending up in hospital and their volunteers provide companionship and support to ensure they are kept safe and well. Support can be in the form of weekly visits, or helping them get some shopping, offering transport to an appointment or visiting for a cup of tea and a chat.

Mrs Owen, aged 72 from North Wales has benefited from the Good Neighbours scheme. She commented: “Good Neighbours has helped me pick up the pieces after a bereavement. I attend the lunch club with a wonderful group of people and I also use their befriending service. The service has given me the confidence to be involved with my community again.”

“Royal Voluntary Service has really made a positive difference to my life. I feel that more people need to know what their Good Neighbours service does, and what help is available.”

For more information on the advert and to support Age UK, visit: www.johnlewis.com/christmas-advert

Or for more information on the Campaign to End Loneliness, visit: www.campaigntoendloneliness.org.uk