Salford launches Cards for Kindness Campaign for older residents

Loneliness is a growing concern across the UK.

Nationally, around 6% of people – approximately 3.3 million – report feeling lonely “often or always,”

while 24% of adults – around 13 million people – say they feel lonely at least some of the time.

Older adults, especially those living alone or with poor health, are among those most at risk.

According to recent data:

• 9.0% of Salford residents aged 16+ report feeling lonely “often or always,” slightly above the national average.  
• The city is densely populated (about 3,028 people per km²), reflecting its strongly urban character.  
• There are almost 37,000 people aged 65 or older living in Salford – a number that continues to grow.  
• Many older residents face additional challenges: almost 40% of people aged 50+ in Salford report poorer health, which can compound feelings of social isolation.

Loneliness isn’t just about being alone – it’s a deeply felt lack of connection,” says Councillor Mishal Saeed, Executive Support Member for Social Care and Mental Health, the organiser behind Cards for Kindness. “We know that for some older people, a simple card at Christmas can make a world of difference. It’s a small gesture, but one that says: ‘You are seen, you are remembered, and you matter.”

What is Cards for Kindness?

• People from across Salford are encouraged to pick up a winter postcard at any of our 5 Gateways in Walkden, Swinton, Eccles, Pendleton, and Broughton Hub and also available at Salford Community Leisure Centres.
  
  
• Write a heartfelt message and pop it in the special post box. The Council will collect the cards and post them to older people.
  
  
• Anyone who would benefit from a Christmas card — especially older people who may not have frequent visitors, or who live alone.
  
  
• Residents, schools, community groups, and businesses are encouraged to get involved.

Salford is an Age Friendly city supporting older residents across neighbourhoods, encouraging social involvement and reducing isolation.  

Councillor John Merry CBE, Lead Member for Adult Social Care and Health, also shared, “Kindness can be the light someone needs to find their way. We celebrate the Spirit of Salford by sharing care, compassion, and connection.”

Let us show them they’re part of a caring community.

📍 Pick up a card today at your nearest Gateway Hub or Salford Community Leisure Centre.

In Salford, we take mental health seriously and aim to make it easier for residents to find the right support. If you ever need help with your mental health, there are trusted local services ready to help - you only have to reach out.

Sources:

National loneliness,

6% often or always

24% Lonely some of the time: 6% often or always, plus 18% some of the time

ONS, Public opinions and social trends, Great Britain: personal well-being and loneliness (October 2025 edition)

https://www.ons.gov.uk/peoplepopulationandcommunity/wellbeing/datasets/publicopinionsandsocialtrendsgreatbritainpersonalwellbeingandloneliness