Pedigree Combats Loneliness Through 'Dog Dates'

Loneliness is a huge problem in the UK, particularly when it comes to the older generation - and more than simply being a sad state of affairs, it's potentially life-threatening, too.

In fact, a 2015 study revealed that chronic loneliness carries the same risk of early death as smoking 15 cigarettes a day, as it's linked to a whole host of psychological problems including alcohol and drug abuse, eating disorders and depression. 

To tackle the issue, which is fast becoming an epidemic, Mars Petcare and AMV BBDO have come up with a brilliant solution: pairing up elderly people with local mutts in a sort of doggy dating scheme. Yes, really. 

Open to people over 65 interested in making new friends, as well as families and individual dog-owners, Pedigree Dog Dates is rolling out nationally from today, in a bid to alleviate the loneliness experienced by 9 million people across the UK. It follows the success of a pilot scheme earlier this year, which saw local dog owners paired with seniors in the area of Melton Mowbray.

To launch Pedigree Dog Dates, the agency has created a couple of heart-warming films: one [top] cuts between an elderly man and a dog dolling themselves up with a bath, a blowdry and their best togs, ready for their date, while another, below, takes a more docu-style approach, following Jenny, a pensioner struggling with loneliness after leaving her abusive husband, whose weekly walks with a bonny black Labrador are helping her to cope. And if they don't bring a tear to your eye, then you're clearly a dry, empty husk of a person.

“Dog Dates is based on significant research from the Waltham Centre for Pet Nutrition, showing that pets help older adults remain more physically and socially active,” explains Chris Rodi, marketing director, Mars Petcare UK. “Seeing the positive impact on those who took part in the pilot scheme in Melton Mowbray, we knew we had to expand the programme to more people. The number of elderly people currently suffering with chronic loneliness in the UK is staggering and we firmly believe this initiative can go a long way to reconnect people with their local communities."

If you're interested in getting involved and bringing the scheme to your local community, you can register your interest on the Dog Dates site.