A new telephone advice and befriending service The Silverline has been launched in the Isle of Man by Esther Rantzen today (Monday).
The number to call is 0800 328 8888.
Trained counsellors will be on-hand 24/7 as a friendly voice to older people feeling lonely and to offer practical advice.
The helpline will be based off-Island so callers need not worry they might know the person on the other end of the phone.
Esther Rantzen was joined by Chief Minister Allan Bell at today's launch in Legislative Buildings.
The Childine founder and TV personality chose the Island for one of two pilots.
A pilot scheme in Manchester launched a week ago has already taken more than 220 calls.
Esther says The Silverline appears to be meeting a need not filled by anyone else:
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