The Silver Line, which offers a free confidential helpline to older people, has launched a social media campaign to raise funds and awareness of the plight of many older people who have no one to talk to.
#SilentFor7 asks people to imagine what it is like to go for seven days without talking to anyone and help raise money to support its night and weekend service. Participants are asked to go silent on social media for seven days, donate £7 to The Silver Line, change their profile picture to a silent selfie, and nominate seven friends to join them in also taking on the #SilentFor7 challenge.
The ongoing campaign was developed by M & C Saatchi on a pro bono basis, and launched on 14th November with a film, and a message from charity founder Dame Esther Rantzen.
The Silver Line launched in 2013 following a successful pilot with a £5 million grant from the Big Lottery Fund to support part of the first two years of operation. Earlier this year, it received its one millionth call. .