LONELINESS and isolation can impact severely on people's lives.

Older people are particularly susceptible as many may not have family and friends living close by.

With an increasing elderly population it is imperative this issue is tackled and The Silver Line is helping to do just that.

Launched in November 2013 by Dame Esther Rantzen, it is the only free and confidential national helpline for lonely and isolated older people

As well as offering information and advice to older people day and night, it also offers a friendship service; sign-posts older people to services in their community and aims to empower those who may be suffering abuse or neglect and help protect them from harm.

Testimony to its success the helpline recently received its millionth call in just over two and a half years. However, this is also indicative of the demand for the service which now needs to raise £1.65 million to pay for its night-time and weekends service.

Bingley fashion brand, Damart, has already stepped in and is planning to support the charity in various ways such as activities and donating some of the profits from a key piece from its SS17 collection.

Andy Hill, Managing director for the home-shopping firm for the over 50s, says: "We're delighted to be working as a company, and with our customers, to raise much-needed funds for this charity which does such valuable work in helping lonely, vulnerable older people.

“We have a wide-range of customers, most of whom are over 50, some lead very exciting lives full of family and friends, but we also know that some do not and we are pleased to be helping a charity that looks out for those people.”

The Silver Line’s Chief Executive Sophie Andrews said: “We rely entirely on donations to keep going and we’re really grateful for Damart’s support.

"Our helpline has just received its one millionth call and the support of Damart, its staff, and customers will help to ensure we’re there for the next million cries for help.”

The Silver Line currently receives around 10,000 calls every week from lonely and isolated older people. Over 2000 volunteer Silver Line Friends also make weekly friendship calls to older people.

The charity also offers Silver Circles - group calls for people with shared interests and Silver Letters for older people who prefer the written word or are hearing impaired.

Michael Redmile became a volunteer with the service after it launched. Inspired by his late father, the retired police officer from Thornton, near Bradford, responded to a TV advert seeking volunteers for The Silver Line.

"I think the thing that drew me to volunteering with the Silver Line was my Dad. At that time he was living alone in a care home and was feeling a bit lonely. I think you realise how lucky you are to have a partner, kids and things to go out and do. There are lots of people out there who are completely by themselves."

After spending 30 years in the force, Michael finds it easy talking to people. He speaks to three older people for 30 minutes a week. They talk about anything that interests them from soaps to sport and politics.

The call is made through a virtual call centre so numbers aren't given out. Having a scheduled call can also help to identify whether the older person is in need; if they don't answer The Silver Line can contact their emergency contact to check whether they are all right.

Among the benefits of being a volunteer is the satisfaction helping people brings. "It really is just a conversation - we are putting the world to rights and I feel like I am doing some good for someone. I do get as much out of it and I feel happy when I get off the phone to the three people I chat to," says Michael.

Volunteers must be over 18. For more information visit thesilverline.org.uk or 0800 4 70 80 90.