As part of National Loneliness Awareness Week, Asda has announced an innovative initiative aimed at combating loneliness among the elderly: Nanzones. These unique football fanzones are specifically designed to provide a safe and welcoming environment for older people to gather, socialise, and enjoy live sports together. The first Nanzones will open at Asda stores in Watford, Manchester, and Liverpool for the England vs Denmark game on the 20th of June.
Addressing a Critical Issue
The initiative stems from Asda’s Togetherness Tracker, which revealed that 60% of customers view loneliness and social isolation as significant issues within their communities, particularly among the elderly. As new research indicates that over 1.9 million people over the age of 65 will be watching this summer’s major football tournament alone, the need for such a project has become even more apparent.
David Hills, Chief Customer Officer at Asda, highlights the importance of this initiative: “Sport has a way of bringing people together like nothing else. That’s why we want to use the power of football fandom to help strengthen community spirit this summer – and the Nanzones sit at the heart of that ambition.”
What Are Nanzones?
Nanzones are specially designed fanzones located within Asda stores, providing a dedicated space for elderly football fans. These zones will offer free food, drink, and transportation, ensuring that attendees can enjoy the games in a comfortable and friendly environment. The areas will be decorated with football-themed decorations and will broadcast live sports, creating a vibrant atmosphere for all attendees.
Community Engagement
The launch of Nanzones is just one part of Asda’s broader commitment to tackling loneliness and social isolation among the elderly. The supermarket chain is calling on Britons of all ages to check in on elderly relatives, friends, and neighbours during the Summer of Sport. By encouraging people to sit and watch games together, whether at home or in a Nanzone, Asda hopes to foster a sense of community and togetherness.
Moreover, community champions across Asda stores have the opportunity to host Nanzone-style events throughout the summer, further engaging local community groups and providing additional opportunities for social interaction.
The Strategy Behind Nanzones
The strategy behind Nanzones is multifaceted. By leveraging the universal appeal of football, Asda aims to create a common ground where people can come together, irrespective of age. This initiative not only addresses the immediate need for social interaction among the elderly but also encourages intergenerational connections, fostering a more inclusive community spirit.
The provision of free food, drink, and transport removes potential barriers to participation, ensuring that the initiative is accessible to all. By hosting the events in familiar, safe environments within Asda stores, the supermarket chain also ensures that attendees feel comfortable and secure.
Looking Ahead
Asda’s Nanzones are a pioneering step in the fight against loneliness and social isolation. By creating dedicated spaces for the elderly to enjoy football together, Asda is not only providing immediate social opportunities but is also encouraging a broader cultural shift towards more inclusive and supportive communities.
Anyone interested in attending a Nanzone event or hosting similar gatherings can reach out to their local Asda community champion. As the summer unfolds, Asda hopes to see its Nanzones become vibrant hubs of social activity, helping to bring communities closer together through the shared love of sport.
