Simon Hart MP is pictured at the Pembrokeshire launch of the Campaign to End Loneliness at Letterston Memorial Hall.

The campaign was set up by a group of local and national charities who are working to tackle loneliness and isolation in older age.

Speaking after the event, Mr. Hart said: “The campaign has revealed that nine in 10 people in Pembrokeshire and Carmarthenshire believe loneliness in older age is more likely than ever and almost two-thirds of us saying that admitting to loneliness is difficult.

“It is more important than ever that action is taken to help overcome it.”

Laura Alcock-Ferguson, executive director of the Campaign to End Loneliness, said: “The health impacts of loneliness are devastating; it is worse for you than obesity and as bad for you as smoking 15 cigarettes a day. Most worrying, however, is the popular view that loneliness in older age is more likely than ever - that loneliness is inevitable.”

• If you would like to learn more about helping to end loneliness in Pembrokeshire, then check out campaigntoendloneliness.org.