Elderly Day 2025. The Loneliness of Older People Needs Attention — Share Your Time

Elderly Day 2025. The Loneliness of Older People Needs Attention — Share Your Time

On the first day of October, the International Day of Older Persons is celebrated worldwide. In Estonia, organizations that care for the well-being of seniors call for special attention to be given to those elderly people who are lonely or have limited social contact. 

The awareness campaign “How Are You Today?” focuses primarily on those who have withdrawn from active community life or have few opportunities to leave their homes. The initiative encourages everyone to make a call or a visit to an elderly person and share a bit of their time to help ease loneliness. 

Program Manager of NGO Voluntary Companions Krista Pegolainen-Saar emphasizes that loneliness creeps in quietly, and we often notice it only when it’s already too late. “On the Day of Older Persons, we want to remind everyone that it takes just a small moment to stop and think whether someone among your acquaintances might need some attention.”

“The average age of the population is steadily increasing both in Europe and in Estonia, and there are more elderly people among us than ever. In today’s society, we tend to see those older people who are active, but in reality, they make up only about one in ten. That’s why it’s so important to take a moment to meet or call someone who might need it. Such a small act brings joy both to the elderly person and to the one who reaches out,” added Pegolainen-Saar. 

“Social contact is essential for every one of us, but according to studies, one in five elderly people feels lonely. That’s why we launched this campaign — to remind everyone that a small conversation, sharing memories, or taking a walk with another person can improve well-being and bring color back into life,” added Pegolainen-Saar. 

The “How Are You Today?” campaign was launched in 2024 by the NGOs Voluntary Companions and Golden League, the example movement White Balloon, AS Südamekodud, and Lidl Estonia, with support from Postimees. The campaign’s implementation is supported by the Ministry of Social Affairs. 

The International Day of Older Persons is celebrated every year on October 1st at the initiative of the United Nations since 1990. The day calls for valuing the experience and contribution of older people to society, and for raising awareness of important issues such as their well-being, health, and challenges related to aging.

Campaign Spokespersons

Krista Pegolainen-Saar
NGO Voluntary Companions
Tel: 555 33 990
E-mail: krista@seltsilised.ee

Tamo Vahemets
Leader of the Movement White Balloon
Tel +372 504 5112
E-mail: info@valgeohupall.ee

Keiu Talve
Südamekodud AS
tel: 509 7258
E-mail: keiu@sudamekodud.ee