A nice cup of tea is a universal symbol of warmth and support in a crisis, a simple shared pleasure that brings us all comfort and companionship. And as the pandemic kicked in from March 2020 and people had to stay in, shield or self-isolate, the already-serious issue of loneliness took on a new urgency.

 PG Tips wanted to do something positive to take away the stigma of loneliness, fuelled by the insight that bringing people together over a cuppa offered a simple but surprisingly powerful and non-threatening way to approach an often painful and little-discussed topic.

Partnering with Global and sponsoring Heart weekday afternoons, we highlighted the importance of talking about loneliness with the help of popular Heart presenter Matt Wilkinson, who encouraged people to pledge to do their bit to dispel the blues by sharing a cuppa with someone.