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Tackling loneliness among the elderly through gaming. Loneliness among the elderly is on the rise, with a million older people going over a month without speaking to anyone, according to Age UK. During Covid-19, that sense of isolation worsened. Yet gaming amongst the younger generation is on the rise, with gamers using Xbox as a tool to connect, socialise and maintain friendships. We wanted to shine a light on the relationship building potential of modern online gaming and help bridge the generational divide by enabling the young and old to reconnect. Introducing ‘Beyond Generations: Gaming Against Loneliness’ an initiative aimed at uniting families using the relationship building potential of today’s games. The campaign features two documentaries following the real-life stories of two families who had lost touch, a ReBoxing program that encourages young gamers to gift their old consoles to the elderly in their lives through ReBoxing Kits, and “How To” videos which were made available online. The kits include everything needed to get an old console ready for its new owner and make it super-simple for an elderly person to set it up correctly. From a ‘what’s in the box’ page that acts as both a check list for the sender and a handy contents list for the recipient, to paper tags that could be affixed to each component to help them understand the items intended use. As news of the campaign spread, Retirement Villages wanted in on the action and requested Xboxes to be sent to all their homes across the UK to enable their residents to stay connected with family. Xbox happily obliged. RESULTS: - 15,000 ReBoxing kits were downloaded. - The average conversation lasted 45 minutes longer. - The campaign received 0% negative sentiment in social channels. - Howard and Dhillon still play to this day