In the later years loneliness has been on the rise and infiltrated society on all levels.
Even worse is the fact that loneliness can be hard to break away from when first hit by it. The subject is surrounded by much taboo and those who are affected are often not willing to open up and talk about it, which creates a negative spiral.
Having experienced how the social power of coffee can bring people together, Espresso House felt a natural obligation to get involved in the fight against loneliness. Both by helping people in need but also by making it easier to talk about.
This lead to the ongoing donation initiative CupTogether. Here Espresso House encourage people to talk about loneliness and donate1 DKK for each sold cup of coffee during November and December. The money then goes to The Red Cross and their fight against loneliness.
The campaign has been running for two years now, and more than1.5 million DDK where donated to Red Cross the first year alone.
The key-visual lives across all 500 coffeeshops as posters, stands and stickers
The "We can not see loneliness, but we can talk about it" graphic, has been permanently foiled on all of Espresso House´s 500 coffee shops across Europe.