OUGD603 - Brief 07 - Loneliness - Final Audience & Concept

Due to the feedback received I have made some further research into the demographic of loneliness. Surprisingly it has been found that 'young adults are more likely to feel lonely than older age groups' (the Office for National Statistics, 2018). The research found that 'almost 10% of people aged 16 to 24 were "always or often" lonely', being 'three times higher than people aged 65 and over'. Informed by this and the feedback received it is more appropriate to focus on young and elderly loneliness in this project.

The final concept is to create an outcome that connects elderly and young people. Participant information would be gathered through a sent out physical resolution. Once posted back, the charity would be able to plan local events based on common interests and backgrounds of people. The outcomes need to focus on working with a charity who already have sufficient funding, as the aim is to make the service free for those who need it. To promote the service a promotional campaign also needs to be created, focusing on using only positive imagery and messages.



In terms of finding a charity that would be most appropriate to work with I have referred back to the existing solution research. Age UK appears to be the most appropriate - they are already a large organisation with a lot of funding, they run local workshops for the elderly and offer a huge range of advice. Outcomes will therefore focus on creating a new service and campaign for them to promote.

OUGD603 - Brief 07 - Loneliness - Idea Generation & Feedback

Idea 1 - Inspired by the research made into nostalgia and how it can counteract loneliness, boredom and anxiety, this idea focuses on organising nostalgic events for the elderly. Working with a reputable existing charity that has sufficient funding, the events would aim to remind the elderly of aspects of their pasts. They would socialise with others in their community and potentially find new friends. The design resolution would be a campaign to aware the elderly about the service. This would be advertised on television and in local newspapers.

Idea 2 - Inspired by the elderly who are physically unable to get out of the house, this idea focuses on creating a pen-pal charity that sends elderly people weekly community newsletters and letters from other elderly people. It would be a free service for elderly that uses freepost. Funding for this would be from donations or through working with an existing organisation/local authority.

Idea 3 - Informed by the analysis of awareness posters and how there is a trend in sad, isolated photographic imagery, this idea focuses on producing an elderly loneliness campaign that uses positive imagery and messages. This would work with another idea to ensure that elderly loneliness is promoted and combatted.

Idea 4 - The final idea has been inspired by today's technology, and how people aged 65-74 in the UK are increasingly connected, with four in ten using a smartphone (Ofcom, 2017). The concept is to create an application that connects elderly people in a community, almost like a local Skype or FaceTime service. This would be free to download and locally promoted throughout community workshops and leaflets.

I presented these ideas to three different age groups - people my age, middle aged parents and elderly family I am in contact with. Getting feedback from all three audiences has been extremely beneficial as I received a variety of perspectives on the issue. Idea 2 is the least favoured - people raised the point that elderly people would still not be getting physical human interaction, which was an aspect highlighted in the research stage as being very important. A similar view has been given to Idea 4; however, the elderly people that I spoke to do not have smartphones, which highlights that the resolution is not considering wide accessibility. For these reasons, both Idea 2 and 4 will not be developed.

Idea 1 and 3 have been voted as holding the most potential for combatting elderly loneliness; but, an extremely informative point was raised that has caused me to alter the focus of this brief. A student suggested that, for Idea 1, instead of putting on nostalgic themed events I should change the target audience to elderly and young people. The argument for this is that elderly people would feel nostalgic by meeting young people. In the research stage it was identified that intergenerational schemes could save lives among older people, whilst it is beneficial for young people’s long-term health too; therefore, a final concept will be created in the following stage of the process.

OUGD603 - Brief 07 - Loneliness - Research: Accessibility

When researching into the background and statistics of elderly loneliness I found that some of the factors holding back elderly people in participating in more social activities are disability and sensory loss (hearing and sight). Whilst it can be easy to overlook those with disabilities, it is crucial to consider them in this project, as elderly loneliness should be combatted for all, not just those in good health.

Inspired by this, I have researched into designing for accessibility. Gov.uk provide a fantastic infographic on designing for a variety of disabilities. Whilst it is more for on-screen design, some of the points will be considered.

The main points identified for those with disabilities and affected physical health are to:

• Align text to the left and keep a consistent layout
• Use good contrasts and a readable type size

• Use images and diagrams to support text

• Use simple colours

• Use simple sentences and bullets

• Write in plain English

Whilst Gov.uk cover a large range of disabilities, one aspect that they do not consider is people who are blind. This is one area of design that I have never even considered before. Research online has highlighted that blind people read and write entirely through braille. A useful video highlighted the most common way in which blind people write.

To look further into this I watched a Ted Talk by Chris Downey entitled 'Designing with the blind in mind'. Essentially, he explained how his perception of things changed entirely after becoming blind. The main quote that I took from his talk was:

'If you design a city with the blind in mind, you design a city with a robust, accessible, well- connected mass transit system that connects all parts of the city and the region all around.'

What I took from this is that if you design something with the blind, and disabled, in mind, you are connecting everyone. This equality and community element that he raises really highlights how important it is to consider all audiences when designing. According to an article on The Guardian there are 1.3bn people with disabilities in the World, highlighting that it should not be overlooked. For this reason, I aim to focus ideas on creating resolutions that are suited for everyone. 

OUGD603 - Brief 07 - Loneliness - Research: Nostalgia

According to the New York Times, nostalgia has been shown to counteract loneliness, boredom and anxiety. It makes people more generous to strangers and more tolerant of outsiders. Couples feel closer and look happier when they’re sharing nostalgic memories. On cold days, or in cold rooms, people use nostalgia to literally feel warmer (2013). As a whole, nostalgia makes life seem more meaningful, death less frightening, and people generally become more optimistic and inspired for the future.

An article on The Telegraphy highlights an example of this and how nostalgia can have a positive effect on people with dementia, highlighting how 'many people may forget their name or who family members are, but then be stimulated by seeing a ration card or holding a dinky toy. It helps families talk normally again, which can ease the strain of visiting' (2014). Considering this in terms of design, brands can be re-appropriate old logos and marks to instil nostalgia. Kodak is one example that can highlight this. In 2016 they introduced a new logo developed from their 1971 logo. Getting back into the consumer market, Kodak recently released the Ektra, a photography-first smartphone, and at CES this year announced the return of the Super 8 camera and film. To gradually coincide with this return as a more general consumer brand, Kodak has reinstated its iconic logo with a typographic and identity update. This has inspired me to reference old images and instil nostalgia through design.

There has also been evidence that nostalgia is effective through the interaction of different age groups. The researchers behind the new NICE public health guidelines on independence and wellbeing in older people looked at examples around the world, especially Japan and North America, and agreed there was consistent evidence that intergenerational schemes could save lives among older people, especially where participants were giving back to society (The Telegraph, 2015).

Interestingly, elderly people meeting young people is beneficial both ways - Guy Robertson, a former Department of Health policy advisor on ageing highlighted that it is important for young people’s long-term health to. Research has found that our stereotypical view of ageing – as a downward spiral of illness and loneliness – is formed early in life. If these views aren’t challenged by mixing with older people, they become a self-fulfilling prophecy, leading to poor health outcomes. Because of these points I am inspired to create ideas where elderly people socialise with young people.

OUGD603 - Brief 07 - Loneliness - Research: Awareness

Researching into awareness campaigns and posters has revealed that there is a trend to use isolated photography and an obvious focus of loneliness. None of the imagery is positive, which is one aspect as to why I am inspired to launch a positive, uplifting campaign. Some of the adverts found from primary research can be seen below.

A particularly interesting awareness campaign is The Loneliness Project, created by The Campaign to End Loneliness. It focuses on an experiment where a man lives alone for one week with no phone or social interaction. One of the points that he identifies is that loneliness is about 'the feeling of [not] having a connection'.



Baya Voce's Ted Talk focuses on a 'Cure for Loneliness' and essentially explains that the people who live in Blue Zones live the longest and happiest lives due to having an 'anchor of connection', essentially due to having a stronger community and more important focus on family. The main line that struck me was when Baya said 'connection isn't created by the things we go get, connection is created by the things we go back to'. In respect to elderly loneliness, this is saying that elderly people should continue what they are doing by seeing family and speaking to those around them; however, when isolated this can be extremely difficult. Therefore, I have found that the main problem that needs to be tackled is creating a solution that elderly are aware of. Whilst many charities exist, they have phone numbers or websites that many elderly people do not even know about. For this reason I aim to focus ideas on creating something that elderly people would directly be able to interact with.

OUGD603 - Brief 07 - Loneliness - Research: Existing Solutions

I have made some further research online to find out about some of the existing solutions to combatting elderly loneliness. Some of the most successful and active solutions found are as follows:

Contact the Elderly

A charity that holds regular free Sunday afternoon tea parties for people over 75 who live alone. The individuals are collected from their homes and driven to the volunteer host’s home for the afternoon, where they will meet and socialise with other elderly and lonely people. You can either apply online or on 0800 716543.

Silver Line

A helpline for older people set up by Esther Rantzen. The Silver Line is the only confidential, free helpline for older people across the UK open every day and night of the year. Their specially-trained helpline team offer information, friendship and advice, link callers to local groups and services, offer regular friendship calls and protect and support older people who are suffering abuse and neglect. 68% of calls to the helpline are made at night and weekends. The number is 0800 4708090.

Independent Age

A charity that can provide you and your family with clear, free and impartial advice on the issues that matter: care and support, money and benefits, health and mobility. You can either get in touch online or on 0800 3196789. Independant Age also campaign about independence for older people - they talk to politicians, get supporters to write letters and try and work in local communities.

Age UK

Local branches run computer courses to help older people become PC user friendly and computer literate to help them to learn how to Skype, Facetime, etc, with family and friends who may live far away. They also offer a huge range of information and advice on money, health and wellbeing, care, support, travel and work. They have an online site and can be contacted on 0800 1692081.

Friends of the Elderly

A Charity set for elderly lonely people to receive a weekly or fortnightly friendship call from a volunteer who enjoys talking to older people. According to their website, volunteers are important to help encourage those who have lost confidence. By building them up, they regain their ability to socialise and meet new people independently. They have a website and can be contacted via 020 7730 8263.



Royal Voluntary Service

Helps put elderly people in touch with volunteers who provide free transport in areas where there is a limited public transport system or for those with mobility issues. They also offer support at home, social activities, help getting out and about, hospital support and more. They have a website and can be called on 0845 608 0122.

The Casserole Club

A charity where volunteers share extra portions of homecooked food with people in their area who live alone and are not able to cook for themselves. They share once a week, once a month or whenever works best for them.

70% of those receiving meals count their volunteer Cooks as friends and 80% of those receiving meals wouldn't have as much social interaction without Casserole Club. The process of how it works is explained below.





University of the Third Age (U3A)

A UK movement of retired and semi-retired people who come together to continue their educational, social and creative interests in a friendly and informal environment. It operates in many areas offering older people a chance to learn, do or play something new. It is run by volunteers and it has a ‘university’ of members who draw upon their knowledge and experience to teach and learn from each other but there are no qualifications to pass – it is just for pleasure. To become a U3A member you simply join your local U3A. 

OUGD603 - Brief 07 - Loneliness - Research: Background & Statistics

Many people are increasingly vulnerable to social isolation and loneliness as they age. According to Age UK, more than 2 million people are lonely and socially isolated in the UK, especially those aged 75 and over. (1) 

Half of all people aged 75 and over live alone. However, 1 in 10 people aged 65 and over also say that they are often lonely.(2)



Reasons/Causes 

• Death of spouse - bereavement
• Death of friends, or friends who have developed disability or reduced mobility
• The elderly person is no longer in the centre of family life
• Family may live a long distance away
• Leaving the workplace and retiring
• Getting older and physically weaker
• Disability and illness

Effects of Loneliness and Social Isolation

• Depression 

• Sadness
• Alcoholism 

• Serious decline in physical health and wellbeing 

• Lack of transport – the elderly person may not be able to drive any longer due to ill health.

• Malnutrition – elderly people eat less, or not eat healthily, possibly due to not being bothered to cook just for one or because the elderly person does not know how to cook for themselves, especially the case if an elderly male has lost his wife who previously used to do all the cooking.

In the year after Silver Line opened their helpline, they have taken over 300,000 calls from the lonely and isolated. They estimated that around 200,000 older people have not had a conversation with family or friends for a whole month. 

A Survey of elderly people aged 65 and over by The Campaign to End Loneliness discovered that of the many social interactions: 

• 52% missed simply being together
• 51% missed laughing with another person
• 46% missed having a hug

They also missed everyday experiences, such as:

• 35% missed sharing a meal
• 30% missed holding hands
• 32% missed taking country walks
• 44% missed going on holiday
• 17% remarked that they longed to have a simple drink in a pub

The survey showed that some of the factors holding back elderly people in participating in more social activities were:

• Loss of confidence
• Ill-health
• Disability
• Sensory Loss (hearing and sight)

Laura Alcock-Ferguson, Director of the Campaign to End Loneliness says:

“Meaningful social connections are essential for human happiness. At the Campaign, we want to make loneliness everyone’s business and show that we can all play a role in combatting loneliness in their communities, whether as an organisation or an individual.”(3)



The Threat to Health due to Social Isolation and Loneliness

According to the Campaign to End Loneliness, the threats to health from social isolation and loneliness are as follows.

Physical Health:

• Harmful to health 

• Higher risk of disability (Lund et al, 2010) 

• Increases likelihood of mortality by 26% (Holt-Lunstad, 2015) 

• Social interaction and friendships help individuals to recover from illness (Marmot, 2010)
• Lacking social connections are as damaging to our health as smoking 15 cigarettes a day (Holt-Lunstad, 2015)
• An increased risk of heart disease and stroke (Valtorta et al, 2016) and high blood pressure (Hawkley et al, 2010)

Mental Health:

• Greater risk of cognitive decline (James et al, 2011)
• Greater risk of depression (Cacioppo et al, 2006)
• Predictive of suicide in older age (O’Connell et al, 2004)

Alleviating loneliness is crucial in enabling older people to remain as independent and healthy as possible.

Lonely people are more likely to:

• Early entry into residential or nursing care homes (4)
• Spend more time visiting the GP, with increased use of medication, risk of falls, and risk factors for long-term medical care.



References:

(1) www.nsh.uk/livewell/women60-plus/pages/loneliness-in-older-people.aspx
(2) www.which.co.uk/elderly-care/your-relatives-needs/tacking-loneliness
(3) www.wiseoldelephant.co.uk/article/epidemic-of-loneliness-in-old-people
(4) www.campaigntoendloneliness.org/threat-to-health

Beaumont, J. 2013. Measuring National Well-being – Older people and loneliness, 2013 (Office for National Statistics: London) http://www.ons.gov.uk/ons/dcp171766_304939.pdf

Cacioppo JT, Hughes ME, Waite LJ, Hawkley LC, Thisted RA. 2006. Loneliness as a specific risk factor for depressive symptoms: cross-sectional and longitudinal analyses. Psychology and Aging 21 (1) pp. 140-51. http://www.ncbi.nlm.nih.gov/pubmed/16594799

Cattan, M., White, M., Bond, J. and Learmouth, A. 2005. Preventing social isolation and loneliness among older people: a systematic review of health promotion interventions Ageing & Society 25 (1), pp. 41–67 http://journals.cambridge.org/action/displayAbstract?fromPage=online&aid=270366

Cohen, G.D. et al. 2006 ‘The impact of professionally conducted cultural programs on the physical health, mental health, and social functioning of older adults’ The Gerontologist 46 (6) http://gerontologist.oxfordjournals.org/content/46/6/726

Green B. H, Copeland J. R, Dewey M. E, Shamra V, Saunders P. A, Davidson I. A, Sullivan C, McWilliam C. 1992. Risk factors for depression in elderly people: A prospective study. Acta Psychiatr Scand.86 (3) pp.213–7 http://www.ncbi.nlm.nih.gov/pubmed/1414415

Harrop, A and Jopling, K. 2009. One Voice: shaping our ageing society (Age Concern and Help the Aged) http://www.ageuk.org.uk/documents/en-gb/for-professionals/research/one%20voice%20(2009)_pro.pdf?dtrk=true

Hawkley LC, Thisted RA, Masi CM, Cacioppo JT. 2010. Loneliness predicts increased blood pressure: 5-year cross-lagged analyses in middle-aged and older adults. Psychology and Aging 25 (1) pp.132-41 http://www.ncbi.nlm.nih.gov/pubmed/20230134

Holt-Lunstad J, TB, Layton JB. 2010. Social relationships and mortality risk: a meta-analytic review. PLoS Medicine 7 (7) http://www.plosmedicine.org/article/info%3Adoi%2F10.1371%2Fjournal.pmed.1000316

Holwerda, T. J. Deeg, D., Beekman, A. van Tilburg, T.G., Stek, M.L., Jonker, C., and Schoevers, R. 2012. Research paper: Feelings of loneliness, but not social isolation, predict dementia onset: results from the Amsterdam Study of the Elderly (AMSTEL) Journal of Neurology, Neurosurgery and Psychiatry http://jnnp.bmj.com/content/early/2012/11/06/jnnp-2012-302755

James BD, Wilson RS, Barnes LL, Bennett DA. 2011. Late-life social activity and cognitive decline in old age. Journal of the International Neuropsychological Society 17 (6) pp. 998-1005. http://www.ncbi.nlm.nih.gov/pubmed/22040898

Lund R, Nilsson CJ, Avlund K. 2010. Can the higher risk of disability onset among older people who live alone be alleviated by strong social relations? A longitudinal study of non-disabled men and women. Age and Ageing 39 (3) pp. 319-26 http://www.ncbi.nlm.nih.gov/pubmed/20208073

Marmot, M. 2010. Fair Society, Healthy Lives, the Marmot Review (The Marmot Review: London) http://www.instituteofhealthequity.org/projects/fair-society-healthy-lives-the-marmot-review

O’Connell, H., Chin, A., Cunnigham, C and Lawlor, B. 2004. Recent developments: Suicide in older people British Medical Journal 29 pp.895–9

Office for National Statistics. 2010. General Lifestyle Survey 2008 (Office for National Statistics: London)

Office for National Statistics, 2012. 2011 Census – Population and Household Estimates for England and Wales, March 2011 [pdf] Available at: http://www.ons.gov.uk/ons/rel/census/2011-census/population-and-household-estimates-for-england-and-wales/stb-e-w.html

Perlman, D and Peplau, LA., 1981. Toward a social psychology of loneliness. In R Gilmour and S Duck (eds), Personal Relationships 3: personal relationships in disorder (pp 31–43) (Academic Press, London)

Russell DW, Cutrona CE, de la Mora A, Wallace RB. 1997. Loneliness and nursing home admission among rural older adults. Psychology and Aging 12(4) pp.574-89

Victor, C. 2011. Loneliness in old age: the UK perspective. Safeguarding the Convoy: a call to action from the Campaign to End Loneliness. (Age UK Oxfordshire: Oxford) [do action=”pdf-download-form” downloadid=”6″ formid=”1374″/]

Victor, C. Scambler, S, Bond, J and Bowling, A. ‘Being alone in later life: loneliness, social isolation and living alone’ Reviews in Clinical Gerontology 2000 v.10 (4)