Derry Lidl shoppers offered a chat with Derry Girls' Granda Joe and Game of Thrones star Ian McElhinney

On Monday, October 26, shoppers are being invited to step inside a phone booth at Lidl's Buncrana Road store and pick up the receiver for a conversation with acclaimed actor Ian McElhinney.

Launched by Lidl Northern Ireland and Age NI to mark Positive Ageing Month, the eye-catching installation turns the experience of a familiar phone call into an unexpected reminder of the importance of staying connected.

Visitors lift the handset and follow on-screen prompts to take part in an everyday-seeming conversation with Ian McElhinney. His pre-recorded responses guide the exchange, while further prompts reveal the feelings that can sit behind familiar reassurances - such as “Awk, I’m grand” - encouraging people to look beyond the words and recognise when someone may need support.

The phone booth arrives at Lidl's Buncrana Road store in Derry on Monday following a roadshow in Belfast.

It is part of Lidl Northern Ireland and Age NI's Calling for Connection campaign, which aims to encourage more people to reach out to older friends, relatives and neighbours - including across the North West.

Research conducted by Lidl Northern Ireland revealed that one quarter (25%) of older people in Northern Ireland report sometimes or often going a whole day or more without speaking to anyone. The figure rises to almost half (45%) among those who live alone, highlighting the scale of isolation experienced by many older people across the region.

Ian McElhinney said: "Conversations in the ‘Calling for Connection’ booth begin in a way many of us will recognise. Someone says they’re ‘grand’, the other person accepts the answer, and the conversation moves on. What happens during this interactive experience is that the words that appear on the screen show that there may be more behind those words.”

“I hope the campaign encourages people to think about who in their own lives might welcome a more meaningful conversation and helps older people who feel lonely to discover the support available through Age NI.”

Linda Robinson BEM, Chief Executive of Age NI, said: “Loneliness is not always visible. Someone may say they are ‘fine’ or ‘keeping busy’, even when they have not spoken to anyone else that day.”

“This campaign with Lidl Northern Ireland helps people recognise what may be left unsaid and shows how a thoughtful conversation can make someone feel included. It also highlights practical support available to older people across the North West, including Age NI's Check in and Chat service, Shared Lives and Advice Line.”

“We want older people to know they do not have to face loneliness alone, and for everyone to consider the difference they can make by making a call, sharing information or volunteering.”

Age NI provides support to older people across the North West through services including Shared Lives, Check in and Chat and its free Advice Line. The campaign aims to ensure that more people in the region know that support and connection are available.

Gordon Cruikshanks, Lidl Northern Ireland Regional Managing Director, said: "Our partnership with Age NI is focused on helping older people stay connected, independent and valued. Alongside our fundraising commitment, we are using our reach to raise awareness of Check in and Chat and encourage more people to support older members of their families and communities.

“We hope that people will visit the installation, take part in the conversation and leave thinking about one older person they can call and really make someone’s day."

For information on Age NI services, including Check in and Chat, Shared Lives and the Advice Line, call Age NI Advice free on 0808 808 7575 or email [email protected].

To learn more about the Lidl Northern Ireland and Age NI partnership, visit lidl-ni.co.uk.

For Age NI services and volunteering opportunities, visit ageni.org.