HARIBO, in partnership with Community Foundation Wakefield District, has unveiled the HARIBO Happiness Together Fund, a four-year programme to encourage friendships across generations.
Creating opportunities for memorable, shared experiences, the HARIBO Happiness Together Fund will deliver moments of fun and enjoyment that will reduce loneliness while improving the welfare and wellbeing of local people.
Community groups, charities and social enterprises are being invited to submit funding applications that engage intergenerational groups, help to improve facilities available within the local community or provide events and activities for family, friends and neighbours.
Craig Shepherd from Community Foundation Wakefield District, commented: "Now more than ever we need to re-engage older people with their friends and neighbours. It is important that we reintroduce people to regular activities, which deliver smiles and help us address important issues around social isolation and loneliness.
"We are very grateful for the support HARIBO has given us and are looking forward to receiving applications that will allow us to deliver this exciting initiative locally."
Jon Hughes, managing director of HARIBO UK, adds: "Here at HARIBO, we have been recruiting HARIBO Happiness Ambassadors through our charitable partners for several years now. We have also seen first-hand how bringing generations together to deliver moments of happiness and to build friendships can have a positive impact on all involved.
"With 700 team members throughout the district, we are really proud to bring this programme to our heartland to address loneliness, build friendships and support our communities in what we hope will be a fun and exciting way."
The HARIBO Happiness Fund will support programmes that deliver intergenerational events and activities which will engage older and younger people and target those in the 18-24 age group and those who are aged 55 plus. Working together, both groups will benefit and learn from the other.