HSBC's charity arm joins forces with Food Angel to tackle elderly loneliness

The Hongkong Bank Foundation, the charity arm of HSBC, has joined hands with Hong Kong-based charity Food Angel to launch a three-in-one physical game set to spotlight the issue of loneliness amongst the elderly in Hong Kong.

Also known as “Be my playmate” (餐餐友得玩), the campaign is an extension of the three-year partnership between the foundation and Food Angel to scale up cook-chill meal production facilities and expand food assistance across the city. With the Food Angel Jockey Club Food Production Centre now fully operational, the foundation aims to go beyond food assistance by fostering meaningful connections and prioritising the mental health and social wellness of the elderly.

The campaign also builds on a joint survey conducted by the foundation and Food Angel to understand elderly loneliness in Hong Kong and identify ways to enhance mental wellbeing. The survey revealed that 34% of seniors feel trapped by loneliness. Caregivers also indicated that meal preparation (36%) is the most time-intensive aspect of elder support, often leading to a deprioritisation of physical activities and games.

Armed with these insights, the foundation and Food Angel have introduced the “Be my playmate” game set, designed to improve the physical and mental wellness of local elders while raising community awareness. Integrated with food assistance, the playmate game set serves as a tool for caregivers to spark meaningful interactions and companionship with elders, fostering a holistic approach to elder care.

William Chiu, secretary of the advisory committee, The Hongkong Bank Foundation, said: “Building a strong community has always been at the heart of HSBC. We’re thrilled to take our partnership with Food Angel further, expanding from addressing basic needs to focusing on the mental and social wellbeing of our elders.”

“Through this partnership, we’ve already reached over 500 elders with food assistance, and with the playmate initiative, we aim to place the mental health of elders at the forefront. We invite the local community to join us in expressing care in all forms for the elderly,” he added. 

MARKETING-INTERACTIVE has reached out to HSBC for more information. 

Don’t miss: HSBC celebrates 160 years with an immersive dive into history

Recently, HSBC launched an immersive exhibition at Tai Kwun to commemorate its 160th anniversary, inviting visitors to explore its legacy and deep connection with Hong Kong.

The “HSBC 160th Anniversary exhibition: From stories long ago to visions of tomorrow” (滙豐160週年展覽：細說豐年 滙聚未來) is open to the public for free at Duplex Studio, Tai Kwun, Central, until 7 November. Online registration is required.

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