Hollywood actor Ian McElhinney backs hard-hitting initiative tackling loneliness across NI

L-R: Gordon Cruikshanks (Regional Managing Director, Lidl Northern Ireland), Linda Robinson (Chief Executive, Age NI) and campaign spokesperson Ian McElhinney

A powerful new campaign by Lidl Northern Ireland and Age NI is shining a light on the loneliness crisis facing older people, after new research revealed that two thirds (65%) of over-65s feel ‘invisible’ or ‘overlooked’.

Unveiled on Tuesday (7 October 2025) to mark Positive Ageing Month, the ‘Making Age Visible’ campaign features an emotive art installation at Belfast’s Victoria Square, designed to challenge perceptions of ageing and raise awareness of isolation among older people.

The installation, which runs until 28 October, depicts a familiar living room scene in which an older person sits in an armchair — but is invisible to the public — symbolising the feeling of being unseen by society.

The campaign, launched in partnership with Age NI, is supported by acclaimed Northern Irish actor Ian McElhinney, best known for his roles in Derry Girls and Game of Thrones.

“A very real picture of what our older people are living with”

Speaking at the launch, McElhinney, 77, said:

“Teaming up with Lidl Northern Ireland and Age NI is about raising awareness, inspiring action and changing the way we think about ageing.

“Having grown up here and seen first-hand the strength, wisdom and humour of older generations, and now as an older person myself, I’m continually in awe of the vital role that older generations play and the contributions we continue to make to our families, communities and to Northern Ireland as a whole.

“As a 77-year-old actor still in the business, I’m far from done – not only with my work, but across all aspects of my life which I’m lucky to say is very full and very rewarding. Not every older person experiences this and the research findings paint a very real picture of what our older people are living with every day.

“If this campaign prompts people to think about positive ageing, or if this installation makes even one passer-by stop and think about older people in their lives to check in on, then we will have achieved something important.”

Research highlights loneliness crisis

The Ipsos research, conducted in September 2025, found that one in four (25%) older people often or sometimes go a day or more without speaking to anyone.

Among those living alone, almost half (45%) reported going a day or more without conversation, while a third (34%) said they regularly feel lonely.

Women were more likely than men to feel lonely (23% vs 16%), and older people with disabilities were disproportionately affected — 35% said they can go days without speaking to anyone, compared with 17% of those without disabilities.

The findings underscore the challenges faced by many in later life, highlighting the need for stronger social connections and support services.

Age NI: “Too many older people are missing out on vital connections”

Linda Robinson BEM, Chief Executive of Age NI, said:

“The figures tell a clear story. Too many older people are experiencing loneliness or isolation and are missing out on important regular connections which have a real impact on mental and physical health.

“This Positive Ageing Month, Age NI, together with our valued partner Lidl Northern Ireland, are raising awareness of key challenges facing older people in Northern Ireland and tackling issues head on to open up a conversation to change the way we age.

“Every older person should be included and valued and, through our partnership with Lidl Northern Ireland, we’re reaching deeper into communities to connect with even more older people and their loved ones to promote our services and help everyone live well in later life.”

Age NI provides a range of services including a freephone advice line and the ‘Check In and Chat’ service — offering friendly phone conversations for those over 60 who feel lonely or isolated.

Lidl Northern Ireland pledges £500,000 for older people’s support

The supermarket chain announced its partnership with Age NI in November 2024, pledging to raise £500,000 over three years to help deliver vital services across the region.

Gordon Cruikshanks, Regional Managing Director for Lidl Northern Ireland, said:

“At Lidl Northern Ireland, we are very proud to stand with the leading charity for older people in Northern Ireland and support their work in changing how we age.

“The findings from this research are clear and highlight why action is urgently needed to help older people stay connected, independent and valued. Through this partnership, we will work to ensure these insights are translated into real impact.

“With 43 stores and more than half a million weekly customers, we are committed to using our reach to raise vital funds for Age NI and signpost practical services so more older people can access advice, companionship and community connection.”

Learn more

The ‘Making Age Visible’ installation is open to the public at Victoria Square, Belfast, until 28 October 2025.

To learn more about Lidl Northern Ireland’s partnership with Age NI, visit lidl-ni.co.uk.

For information about Age NI services or to find ways to support older people in your community, visit ageni.org.