Loneliness has been one of the biggest, often unspoken challenges of the coronavirus crisis. In the week up to the 1st November 2020, more than four million people reported that they felt ‘always or often’ lonely, the highest number since the start of the pandemic, according to the Office for National Statistics.

From the always on, yet often emotionally disconnected challenges of remote working, virtual living and home-schooling, as well as multiple nationwide lockdowns, it’s difficult not to feel isolated at the moment, even if you are lucky enough to live with others. 

BT’s latest campaign from Saatchi & Saatchi encourages people to beat these feelings of loneliness by reconnecting with an old friend, colleague or loved one. Fronted by Rio Ferdinand, Claire Balding, Rylan Clark-Neal and Gary Barlow, the campaign promotes the Skills for Tomorrow programme, designed to help people make the most of their digital lives through the power of technology. 

The campaign also celebrates BT’s +1 hub featuring tips and resources from the UK’s leading charities on how to beat loneliness as well as guidance on how to reconnect with family using technology.

In a series of short films, the celebrities reach out to people they’ve lost touch with. From Barlow chatting to his music mentor Bob Howes to Ferdinand calling up his Manchester United dinner lady Carol.

As Ferdinand explained: “It’s been a year of total uncertainty with lockdown and a lot of people living in isolation. All the simple things we took for granted have been taken away, so a quick video or phone call to friends or family can have a great impact on mental wellbeing.”

As the lockdown only looks set to extend, campaigns like this demonstrate the power of reaching out, of just having a chat or a virtual cup of tea with someone you haven’t spoken to in a while. A reminder of the importance of connection as we remain physically separated from many of our friends and family.