AIA Australia launches campaign to combat loneliness

AIA Australia has embarked on a new initiative aimed at combating loneliness, launching its efforts during Australian Loneliness Awareness Week from August 5 to 11.

The insurer is seeking 10,000 pledges of social connection through its “Ending Loneliness is Free” campaign.

The initiative encourages Australians to engage in simple acts of connection, such as taking a walk with a friend, meeting face-to-face, or sharing a hug with someone important to them. It emphasises that these actions are both accessible and cost-free.

AIA Australia’s ending loneliness campaign

In partnership with Ending Loneliness Together (ELT), AIA Australia aims to promote discussions about loneliness and foster a culture of connection across various settings, including homes, workplaces, schools, and communities.

With one in three Australians experiencing loneliness, the campaign highlights that these small acts can significantly impact wellbeing.

To support the campaign, AIA Australia – which recently enhanced its customer care with a new wellbeing team – set up a pledge wall at Melbourne Central in the CBD, encouraging visitors to write and display their commitments to ending loneliness.

“At AIA Australia, we’re committed to raising awareness about the impact that loneliness can have on our health and wellbeing. Championing a broader culture of connection is a crucial part of our mission to help Australians lead healthier, longer, better lives,” said AIA Australia CEO Damien Mu.

See LinkedIn post here.

Mu noted research that showed loneliness being linked to poor health and wellbeing and reduced workplace productivity.

“Research has shown that loneliness is a risk factor for poor health, wellbeing, and lower workplace productivity. As a health and life insurer, we recognise the importance of making an ongoing pledge to combat loneliness. Raising awareness about this social issue and providing much-needed support needs to occur each and every week, not just during Loneliness Awareness Week,” he said.

Australian Loneliness Awareness Week webinars

AIA Australia and ELT are also offering a webinar during Loneliness Awareness Week, designed for corporate entities and superfunds.

The webinar will highlight the importance of fostering social connections at work. Additionally, the two organisations have developed a workplace training program to increase awareness of workplace loneliness and its impact on both employees and employers.

The pledge campaign includes various ways to encourage workplace connections, such as holding walking meetings or having coffee with a colleague.

See LinkedIn post here.

Associate professor Michelle Lim, CEO and scientific chair of Ending Loneliness Together, highlighted that loneliness is a significant workplace health issue that affects individuals and businesses.

“Our 2023 State of the Nation report showed that Australians who reported loneliness were also more likely to report absenteeism, presenteeism, and workplace loneliness,” she said. “Loneliness is a workplace health issue that impacts individuals and businesses alike. We are pleased to work closely with AIA Australia to help raise awareness and encourage action from employers.”

Ending Loneliness Together research on loneliness in Australia

New research from ELT this week revealed that:

• one in four Australians experience persistent loneliness, defined as feeling lonely for at least eight weeks;
• Australians with chronic health conditions like cancer, heart problems, and diabetes are 1.5 times more likely to face persistent loneliness; and
• those with mental health conditions such as anxiety or depression are nearly three times more likely to experience ongoing loneliness.

Founded in 2016, Ending Loneliness Together aims to foster a sense of connection and belonging in Australia. The organisation leverages lived experiences, research, and expertise from various sectors to address social isolation and loneliness effectively.