The In Good Company campaign aims to combat loneliness in Norfolk. It promotes the message that no-one in Norfolk should have a lonely day unless they choose to, and that everyone can do their bit to tackle the problem.
The campaign is designed to galvanise more action at local level and recognise great work being done locally to tackle the problem, particularly through its In Good Company Quality Mark. Over 40 organisations have received In Good Company approval. This includes social enterprises like Friend In Deed, which runs intergenerational events such as Little Visitors where parents take their babies and toddlers into care homes, as well as local pubs which are working to become new community hubs.
The Council’s Library and Information Service has embraced the campaign, doubling the number of its activities to more than 150 each week, while the Trading Standards team is working to help reduce the number of lonely people who are affected by fraud and scams. In Adult Social Care, a team of Development Workers engage directly with communities to help signpost people to local services and develop more community initiatives, directly supporting the expansion of Men’s Sheds across the county, for example. The council is also investing £1.7 million a year to develop more local prevention initiatives. Planned and delivered through partnerships between local health, district councils and voluntary and community organisations, these include social prescribing, as well as establishing a new network of life connectors and peer supporters who will work one-to-one with people who need a bit of help to overcome challenges of loneliness through building personal confidence and resilience.