The Loneliness Project: Building Connection in Unexpected Places

We had a simple but ambitious goal: help people feel less alone.  

That’s how The Loneliness Project was born, through a partnership between the gunnercooke foundation and our not-for-profit bookshop, House of Books & Friends, right in the heart of Manchester. What followed was a year full of stories, strangers becoming friends, and a whole lot of coffee-fuelled connection.  

Here is what came of it:  

1. A Bookshop That Brings People Together 

From day one, the bookshop has been about more than just books. It’s a space to meet, talk, listen, and be heard. We launched regular book clubs, which quickly grew into three fully booked monthly meetups (plus an online option for those at home). We kept them free or affordable, because we believe connection shouldn’t come with a price tag. 

Throughout the year, the space came alive with student socials, children’s holiday activities, board game nights, writing workshops, and countless casual catch-ups over coffee. We also offered the venue free of charge to other charities and groups working to reduce loneliness, giving them a beautiful place to host meetings and events without the usual barriers. 

2. Conversations That Matter 

In 2023, we partnered with national campaigns like Loneliness Awareness Week, Mental Health Awareness Week, and Grief Awareness Week, helping to start conversations that often stay hidden. We also launched our own campaign, Connection Counts, inviting people to share moments of connection in their everyday lives. Over 30 people opened up about their moments of connection, reminding us just how powerful a smile, a chat, or a shared moment can be. 

3. Shining a Light on Others 

This project isn’t just about us. Each month, we spotlighted other incredible charities working in the loneliness space, sharing their stories with our growing online community of over 25,000 people and helping direct support where it’s needed most. 

We also welcomed those same charities into our space, like HostNation, who brought together refugees, volunteers, and partners for a joyful evening of connection. 

4. What People Told Us 

It’s hard to sum up the impact in numbers, but the stories say it best: 

• “My connection story started at your bookshop. I had been living in England for 8 years and I never had the luck to make good/real friends no matter how much I tried. Obviously it had a big impact on my mental health and I became depressed. I recently became single and even more lonely so I decided to come to the book event, “How to be a French girl”. It was a very big and important step for me to realise I am so lonely and want to do something about it. For the first time in months, I was happy to be there and see strangers smiling to each other. It made me feel good and made me keep some hope.” 

• “I’m a university student. Last December, I was feeling lonely and isolated in a way I’d never felt before. I felt like I hadn’t really connected with anyone. I decided in the new semester I would make myself do something I’d always wanted to do - join a book club. And turns out I saw one was starting in the new year in a recently opened bookshop! I remember the anxiety I felt before I went, and then the happiness and pride I felt after. That felt like my first step, now my go to plans when I make a new friend are to take them to this amazing bookshop I know - thanks for everything Hobaf :)” 

  

5. What’s Next? 

This project has shown us just how many people are looking for a place to belong. We’re not stopping here. In 2024, we’ll keep growing, keep listening, and keep building the kind of spaces where people feel seen. 

If you’re feeling isolated, or if you know someone who might be, our door is open. Find out more at House of Books & Friends or get in touch with the gunnercooke foundation. 

We can’t wait to see what next year brings.