On track to help tackle loneliness this Christmas

At a time when many of us are busy planning festive gatherings with friends and family, Age Scotland’s free Helpline sees a significant increase in calls from older people feeling lonely and isolated.

To help tackle loneliness this winter and heighten awareness of the issue and support available, Age Scotland is delighted to be the focus of ScotRail’s annual Christmas campaign launching this week. As ScotRail’s official Charity Partner until 2027, the ‘Your ticket goes further than you think’ festive campaign highlights the importance of connection amongst our communities and their ongoing support of our work.

Tracy Stevenson, community rail executive at ScotRail, said: "Age Scotland was voted by colleagues as our official charity partner until 2027. At ScotRail, we take a lot of pride in having a charity partner and getting involved in initiatives to support them. By tackling loneliness, we see how Age Scotland can improve the lives of many older people."

The campaign includes a TV advert on STV until early December, plus radio advertising, social media and newspaper coverage. Filmed in early November, the campaign tells the story of a lady travelling alone by train to Glasgow Queen Street Station to meet friends for a Christmas lunch.  Featuring ladies from one of Age Scotland’s Member Groups Golden Friendships and ScotRail colleagues she meets along the way. Those who travel by train will see how their journeys are helping Age Scotland tackle loneliness thanks to ScotRail’s generous support.

Marion Pirrie, Age Scotland’s fundraising manager, said "At a time when many of us are busy celebrating, our helpline sees a significant increase in calls from older people feeling lonely and isolated. We are so grateful to ScotRail for helping us raise awareness and vital funds, enabling us to support even more vulnerable older people over the festive period.”