A British university has launched a campaign aimed at addressing loneliness over Christmas and New Year.

As people across the globe prepare to sit down with family, friends and loved ones this Christmas Day, the campaign aims to target the nine million people in the UK every year who experience loneliness.

In addition to the festive period, the campaign will also highlight the importance of supporting students returning to university after the New Year, a time which can often bring feelings of solitude of isolation for many.

The university’s research into the growing phenomenon of loneliness is also being highlighted during this period, including the impact of our ever-growing digital lifestyles and how young carers face isolation because of unrelenting care duties. Experts at the university have also looked into using a traditional Hawaiian concept called kupana (reminiscing) can help alleviate loneliness.

The campaign has been backed by the All-Party Parliamentary Group (APPG) on Loneliness. The APPG’s Chair Rachel Reeves MP said:

Loneliness can affect anyone and can have a devastating impact on people’s lives, yet it is the small things which can make a real difference, even something as simple as asking someone how they are.

All of us have a role to play in tackling loneliness whether as friends, family, community members and as professionals.

The campaign also features a number of light-hearted festive treats, including advice from expert psychologist Liz Stokoe, who has written about how to tell if someone doesn’t like their Christmas Day gift! Importantly, she also reveals how to hide your own dissatisfaction at receiving one you don’t like!

There is also some advice from sustainability expert Elliott Woolley, who has written about the five ways we can all keep our food waste down over Christmas.

The campaign is the second of its kind, which forms part of Loughborough University’s seasonal health and wellbeing campaign.