A phone booth will appear in Belfast’s Victoria Square and selected Lidl stores across Belfast and Derry~Londonderry this October as part of Positive Ageing Month, drawing attention to the hidden loneliness experienced by older people in Northern Ireland. The installation launches “Calling for Connection,” a new campaign marking another year of Lidl Northern Ireland’s partnership with Age NI and backed by acclaimed Hollywood actor and campaign spokesperson Ian McElhinney
Research conducted by Lidl Northern Ireland revealed that one quarter (25%) of older people in Northern Ireland report sometimes or often going a whole day or more without speaking to anyone. The figure rises to almost half (45%) among those who live alone, highlighting the scale of isolation experienced by many older people across the region.
These findings inspired the “Calling for Connection” phone booth – an interactive installation that invites visitors to step inside and answer a ringing phone. Answering it begins a conversation with an older person, voiced by acclaimed Northern Irish actor and campaign spokesperson Ian McElhinney. The exchange starts with familiar small talk, while a screen inside describes the feelings left unspoken behind everyday phrases. Visitors are encouraged to look beyond the surface of an everyday exchange and consider the difference a genuine conversation can make.
The experience concludes with simple ways to help older people stay connected, including Age NI’s Check in and Chat service and volunteering opportunities.Research findings displayed in the booth also show that two in five older people in Northern Ireland feel lonely at least occasionally, while 65% agree that older people can often feel invisible or overlooked.
The “Calling for Connection” booth will travel to various locations throughout Positive Ageing Month and aims to connect as many people to Age NI’s services as possible, while raising awareness of the issue of loneliness in older people and advocating for the public to be good neighbours.
The phone booth display will visit Lidl’s Crumlin Road store in Belfast from Monday 5th - Sunday 11th October before going on display for a two-week run at Belfast’s Victoria Square shopping centre from Monday 12th - Sunday 25th October. The final week will see the installation appear at Lidl’s Buncrana Road store in Derry~Londonderry, which has the highest footfall of all Lidl stores across the region, from Monday 26th October to Sunday 1st November.
"Conversations in the ‘Calling for Connection’ booth begin in a way many of us will recognise. Someone says they’re ‘grand’, the other person accepts the answer, and the conversation moves on. What happens during this interactive experience is that the words that appear on the screen shows that there may be more behind those words. I hope the campaign encourages people to think about who in their own lives might welcome a more meaningful conversation, or allows older people who feel lonely to discover the support available through Age NI."
Age NI's free ‘Check in and Chat’ telephone friendship service is available to anyone over 60 in Northern Ireland who may feel isolated or lonely. After registering, participants are matched with a volunteer who calls once a week for a friendly chat at a time that suits them.
Linda Robinson BEM, Chief Executive of Age NI, said:
"Loneliness is not always visible. An older person may say they are ‘fine’ or that they are ‘keeping busy’, even when they have not spoken to anyone else that day. The research finding that one quarter of older people sometimes or often go a whole day or more without conversation is unfortunately not surprising - it’s something we see everyday through our services,, and the rise to 45% among people living alone shows where the need for connection is especially acute."
"The campaign with Lidl Northern Ireland helps people recognise what may be left unsaid and shows how a thoughtful conversation can make someone feel included. It also points people towards practical support. ‘Check in and Chat’ offers a free weekly call with a volunteer, giving an older person time to talk, share stories and build a regular connection."
"We want older people to know that they do not have to face loneliness alone, and we want the wider public to consider the part they can play - by making a call, sharing information about the service or volunteering their time."
Lidl Northern Ireland announced its charity partnership with Age NI in November 2024 and committed to raising £500,000 over three years to support the charity's services for older people across Northern Ireland.
Gordon Cruikshanks, Lidl Northern Ireland Regional Managing Director, said:
"’Calling for Connection’ turns an important statistic into an experience people can understand. The phone booth gives visitors a brief glimpse of how loneliness can sit behind an everyday exchange, before showing that listening and regular contact can make a real difference."
"Our partnership with Age NI is focused on helping older people stay connected, independent and valued. Alongside our fundraising commitment, we are using our reach to raise awareness of Check in and Chat and encourage more people to support older members of their families and communities. We’re especially proud to bring the installation to Lidl stores for the first time in both Belfast and Derry~Londonderry and we hope that people will visit the installation, take part in the conversation and leave thinking about one older person they can call and really make someone’s day."
To register for Check in and Chat, call Age NI Advice free on 0808 808 7575 or email info@ageni.org.
To learn more about the Lidl Northern Ireland and Age NI partnership, visit lidl-ni.co.uk.