Many seniors, especially in their 80s, suffer from loneliness. According to the report "Loneliness in Poland", one in four people return home to an empty apartment, and one in 10 people over the age of 80 are not visited by anyone.
On Grandparents’ Day, Jan. 21, VMLY&R Poland and Actimel launched the "Senior on hold” campaign to help overcome the loneliness felt by so many older people. Activities included digital, social media, public relations and internal communication. Additionally, the music customers heard while on hold with the Actimel helpline was changed to encourage a call to a senior citizen.