This comes as the Government today (October 15) launched a strategy to tackle loneliness, saying around 200,000 older people have not had a conversation with a friend or relative in more than a month. The team of 15 took on the 300-metre zip wire on Brighton seafront to promote the social activities by Age UK – but it also runs more sedate activities such as knitting, chess and coffee mornings. Related stories: Tackling loneliness and isolation in our city Zip wire takes shape on Brighton seafront Rachel Cashman, chief executive at Age UK Brighton and Hove, said: “At Age UK Brighton & Hove, our mission is to help people make the most of later life. Our zip wire team certainly did that today, at the same time as raising awareness of the charity and our services. “It’s not all high-octane fun here, we also offer more traditional activities like knitting, chess and coffee mornings, as well as providing help and support on a range of issues including poverty, social care and loneliness. Huge thanks go to our brave team for taking the plunge today to help raise awareness of our vital work.” The charity said it estimates that there are more than 3,500 lonely older people in the Brighton and Hove area. It added that loneliness can be as harmful for health as smoking 15 cigarettes a day. Today the Prime Minister announced a new drive to tackle loneliness, and said GPs will be able to refer patients experiencing loneliness to community activities and voluntary services by 2023. As part of the long-term plan for the NHS, funding will be provided to connect patients to a variety of activities, such as cookery classes, walking clubs and art groups, reducing demand on the NHS and improving patients’ quality of life, the Government said. To find out more about Age UK Brighton & Hove call 01273 720 603 or email info@ageuk-bh.org.uk