Lidl Northern Ireland and its charity partner Age NI have launched the hard-hitting 'Making Age Visible' campaign to mark Positive Ageing Month, following new research that reveals the extent of the loneliness crisis facing older people.

The research, conducted by Ipsos, found that:

• Two thirds (65%) of over 65s feel 'invisible' or 'overlooked'.

• Two in five (40%) older people say they feel lonely often or on occasion.

• A quarter (25%) often or sometimes go a day or more without speaking to anyone.

Those who live alone are particularly affected, with a third (34%) reporting feeling lonely and nearly half (45%) saying they can go a day or more without conversation. The study also highlighted that women and older people with disabilities are more likely to experience isolation. The campaign was launched at Belfast's Victoria Square with a powerful artistic installation that features a familiar living room set-up with an older person depicted as sitting in an armchair, but invisible to the public. The display will remain until 28 October 2025.

Acclaimed Hollywood actor Ian McElhinney (77), known for Derry Girls, has backed the campaign as a new spokesperson. Speaking at the launch, he said he was "in awe of the vital role that older generations play" and hoped the campaign would prompt people to think about positive ageing and check in on older people in their lives.

Linda Robinson BEM, Chief Executive of Age NI, said the figures "tell a clear story" that too many older people are missing out on regular connections, impacting their mental and physical health.

Lidl NI, which is halfway through a pledge to raise £500,000 over three years for Age NI, committed to using its reach across its 43 stores to signpost practical services, including the charity's freephone advice line and dedicated 'Check In and Chat' telephone service.