Help the Elderly

Age UK Bradford District launch new Help the Elderly campaign to respond to the cost of living crisis

Older people across Bradford District are facing an incredibly difficult time due to the cost of living crisis and Age UK Bradford District are hearing an ever-growing number of concerning stories about how people are frightened and worried about how they are going to survive through the winter. People are already describing how they are being forced to make difficult decisions on how they live and to make choices between eating and heating.

In response to the current situation and the impact on older people, the charity are launching a fundraising and awareness-raising campaign ‘Help the Elderly’.

As part of the Help the Elderly campaign Age UK Bradford District are asking for donations that will help support those most vulnerable from the rising costs of energy, food and other essential items.

Throughout the campaign the charity will also be communicating on other ways the public and businesses can help. They are asking people to engage with them in a manner that suits the individual or the organisation such as picking a fundraising idea from their new ‘A-Z Supporters Guide’, volunteering or attending one of their events to support fundraising; getting involved in their upcycling and recycling project Studio BD or offering a service, donating skills or expertise or becoming a trusted Age UK Bradford District trader.

More information on each of these can be found on their website. (www.ageuk.org.uk/bradforddistrict/get-involved/hte)

Mark Rounding, Chief Executive of Age UK Bradford District, explained:

“The cost of living crisis poses similar threats to those presented by Covid. We all know this impacts on the people the charity work with as we all see the very real fears they have day in day out.

As we enter a very challenging Winter and future in general we are asking people to help the elderly. We will be focusing on raising money through donations and also promoting the ways that the public and businesses can get involved to help raise money so we can meet the rising demands for support from older people across Bradford District.”

The impact of the cost of living crisis has been experienced on the ground by Age UK Bradford District’s staff as they support older people during distressing times.

Margaret Lawford, Head of Operations at Age UK Bradford District, talks of the fears and worries of one person she works with.

“Their fuel is going up from £104 a month to over £260, that’s before the October price rises. They won’t put the central heating on during the winter and they’ll just heat one room which they’ll stay in, rather than heating the whole house. They have taken out light bulbs to reduce the amount of lights they use and only put on lights what they need to. They’ve stopped putting water on every day and tend to use the microwave for meals rather than using the cooker. 

They are also in fear of falling and injuring themselves due to lack of light and hypothermia, while not eating or drinking enough will also impact on their health. They’re experiencing mental health issues due to worrying about how to pay the bills.

They’re frightened of the future and how they will manage.”

To donate via text message on a mobile phone TEXT the word TODAY to               

70480 to donate £5, to 70460 to donate £10 or to 70490 to donate £20

(Texts cost donation amount and one standard rate message)

Or visit helptheelderly.co.uk to make an online donation. 

Visit  www.ageuk.org.uk/bradforddistrict/get-involved/hte for more information on the campaign and other ways individuals and businesses can get involved.