Salford launches Cards for Kindness to tackle loneliness among older residents this Christmas

A new campaign aimed at spreading festive cheer to older people facing loneliness is under way in Salford, with residents invited to write messages of kindness and connection this Christmas.

The Cards for Kindness campaign is being rolled out across the city this winter to help combat social isolation and show older people that they are not forgotten during the festive season.

With nearly 37,000 residents aged 65 or older, Salford is encouraging people of all ages to take part by writing a message on a specially designed winter postcard, available at any of the city’s five Gateway centres in Walkden, Swinton, Eccles, Pendleton and the Broughton Hub, as well as Salford Community Leisure Centres.

Completed cards can be posted into designated post boxes, from where they will be collected and distributed to older residents who may be living alone or not receiving regular visitors.

Councillor Mishal Saeed, Executive Support Member for Social Care and Mental Health and organiser of the campaign, said: “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.’”

Recent figures show that 9% of Salford residents aged 16 and over report feeling lonely “often or always”, above the national average of 6%, with older adults particularly affected by social isolation, poor health and limited mobility.

City Mayor Paul Dennett, Deputy Mayor Tracey Kelly, Councillor Heather Fletcher, Ceremonial Mayor of Salford, and Councillor John Merry CBE were among those promoting the initiative under the banner of the Spirit of Salford.

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

The campaign is part of the city’s broader commitment to being an Age Friendly community, with initiatives aimed at improving wellbeing and reducing loneliness among older residents.

Residents, schools, community groups and local businesses are all encouraged to take part. The deadline for submitting cards has not been specified, but participants are urged to act early to ensure delivery before Christmas.

Postcards are available at:
- Walkden Gateway  
- Swinton Gateway  
- Eccles Gateway  
- Pendleton Gateway  
- Broughton Hub  
- Salford Community Leisure Centres