New ‘What The Flock’ crowdfunder to tackle loneliness in Preston and beyond

Posted on - 14th September, 2019 - 7:00am | Author - | Posted in - Charities, Health, Preston News
A Lonk sheep steals the show at the What The Flock launch
A Lonk sheep steals the show at the What The Flock launch

A new crowdfunding campaign aimed at tacking loneliness in Preston and across Lancashire has launched.


Age Concern’s launch event for the What the Flock (#wtf) campaign featured an award-winning cartoonist, a specially crafted beer and a real flock of sheep.

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At the heart of the campaign is Lonk the Lonely Sheep, created by cartoonist Tony Husband who has worked for the likes of The Times and Private Eye. Lonk is sad and lonely until a group of socially conscious sheep on a neighbouring hillside realise that Lonk needs help, and collectively agree they ‘give a flock’ and spring into action.

Tony, whose book Take Care Son tells the story of his father’s journey through dementia, is involved in raising awareness of the illness. He said: “Dementia carers often find themselves increasingly isolated, which is why I am so pleased to be able to support the What the Flock campaign.”

Meanwhile Preston micro-brewery Beer Brothers used the event at the Preston Marriott Hotel to launch a specially-created IPA brew. The new What the Flock! beer is available from where a donation will be made for each can sold.


Joint Founder Phil Leyland said: “As my father lives with dementia the charity is one that is very personal to me and my family, so we were keen to support it. The new beer is the perfect answer.”

Read more: Beer Brothers take on the Mad Hatters ale bar

A small flock of Lonk sheep also made a special guest appearance at the launch. Steve Morris from Goodshaw Farm and the Lonk Sheep Breeders’ Association said: “We were delighted to help Age Concern in any way we could, and especially pleased that the inspiration for the campaign is based on the Lonk sheep.”

Chief Executive of Age Concern Suzanne Carr said “Never before has Age Concern faced such an unprecedented demand from vulnerable adults across Lancashire.

“Estimates suggest that 35,000 older people are chronically lonely and isolated. Nobody should face these problems alone.

“The #wtf campaign is set to make a real difference to lives in Lancashire by raising vital funds to combat loneliness and isolation.”

Donations can be made to the Age Concern What The Flock campaign via the charity’s crowdfunding page.

Read more: Be a ‘mental health mate’ and join these monthly walks in Preston

Read more: Time to talk about Freda – inside Age Concern’s befriending service

What do you think of the new campaign? Will you be supporting it? Let us know in the comments below.

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