The charity has launched Helping Unite Generations (Hug) in an attempt to attract younger fundraisers and highlight the prevalence of loneliness among older people.
It will hold an awareness month for the campaign in April when it will call on volunteers to host ‘hug quizzes’ to raise money for the charity; young and old contestants will work together as part of a team.
The charity said it wanted to inspire young people to recognise the value of ‘intergenerational relationships’.
Consumer and specialist media such as publican, community, corporate and professional publications are being targeted with information on how to hold a quiz, and endorsement from Chris Tarrant will be used to generate publicity.
Photographs of other celebrities, such as Phil Collins, hugging older members of their family will also be used to draw attention to the campaign.