Supermarket TV ad about lonely German grandpa is online hit with grim Christmas message
Associated Press, Dec. 02, 2015:
... the clip addresses a sensitive topic in Germany, where an estimated 8 million people over 60 say they suffer from occasional or permanent loneliness, campaigners say.
"There's a lot of stigma attached to loneliness in Germany, because the feeling is that people have only themselves to blame if they don't tend to their social contacts," said Elke Schilling, a retiree who campaigns for senior citizens' rights.
Schilling, who is launching a hotline for lonely older Germans based on a similar project in Britain, said she felt ambivalent about the topic being used to promote a supermarket.
"On the one hand I'm happy that anyone is addressing the issue, especially in a way that gets people's attention," she said. "On the other hand, it's a bit grotesque."
A spokesman for EDEKA didn't respond to emails asking whether the chain would support projects against loneliness among the elderly ...