Bisous Groetjes: Postcard Campaign Fights Elderly Loneliness

A new bilingual initiative called “Bisous Groetjes” — combining the French word for “kisses” and the Dutch word for “greetings” — is bringing warmth and human connection to isolated elderly residents of Brussels this summer. Launched by two non-profit organizations, Accolage and Bras dessus Bras dessous, the campaign invites members of the public to send free postcards to seniors living alone, with volunteers hand-writing messages of support on cards featuring iconic Brussels landmarks.

The Silent Crisis of Elderly Isolation

Loneliness among elderly people in Belgium is what experts describe as a “silent danger” — a problem that affects countless families without being identified in time. As Retraite Plus Belgium notes, aging brings profound life changes: retirement alters social habits, mobility becomes more difficult, and social circles shrink. The death of a spouse, children moving away, or loss of autonomy can deepen isolation, leading to documented health consequences including fatigue, loss of appetite, faster cognitive decline, anxiety, and persistent sadness.

Many seniors minimize their suffering out of modesty or to avoid worrying loved ones, making the problem largely invisible. The summer holiday period exacerbates this, as regular visits from family, neighbors, and community services are reduced.

How the Campaign Works

The “Bisous Groetjes” campaign, active throughout the summer of 2026, targets isolated seniors aged 60 and over living in the Brussels-Capital Region. Members of the public can sign a postcard online, after which volunteers hand-write the messages on real postcards featuring Brussels landmarks — the Atomium, the Parc du Cinquantenaire arcades, and a river scene — and mail them to isolated seniors. The cards are expected to be delivered by the end of August.

The initiative is supported by De Warmste Week, a major Belgian charity campaign, and the King Baudouin Foundation, as reported by RTBF, reflecting institutional recognition of the growing challenge of elderly isolation.

A Postcard That Means the World

For Christiane Nys, a 90-year-old resident of Ganshoren, a postcard she received during the campaign’s first edition in 2025 remains a treasured possession. As La Libre Belgique reported, the card bore a hand-written message in blue ink: “We’re thinking of you this summer. Lots of sunshine and good health to you!” Christiane shows it with a broad smile, as it reminds her of the connection she felt through the simple gesture.

Building Intergenerational Bonds

Beyond the postcard campaign, the organizations behind Bisous Groetjes are working year-round to combat isolation. Bras dessus Bras dessous (“Arm in Arm”), founded in 2016 by Céline Remy in the Brussels commune of Forest, connects seniors aged 60 and over with younger neighbors willing to spend time with them. As RTBF reported, the organization recently held a “soup day” event at the Miro day center in Forest, bringing together seniors and volunteers for a shared meal.

Panchita, 87, a resident of Forest, described her volunteer Lou as “like my little girl, she makes me happy.” Lou, 20, who spends time with Panchita doing watercolor painting and playing games, said: “I give as much love as I receive and for me that is priceless.”

Laetitia Fung, project manager for Bras dessus Bras dessous in Forest, highlighted the scale of the challenge ahead: “We too often forget that the number of isolated seniors will continue to increase in the future.”

A Growing Network of Care

Bras dessus Bras dessous has expanded from a single neighborhood in Forest to multiple communes across Brussels — including Uccle, Anderlecht, Saint-Gilles, and Watermael-Boitsfort — as well as Walloon Brabant and Hainaut. Accolage, its partner organization, operates as a neighbor-help network throughout Brussels, promoting the concept of “caring neighborhoods” (zorgzame buurten).

The bilingual name “Bisous Groetjes” reflects Belgium’s linguistic duality and the initiative’s aim to reach all communities in the capital region. Accolage describes the campaign as a way for neighbors to show solidarity: “Thanks to all the supportive neighbors who signed this card online, the first real postcards have arrived at our elderly Brussels residents.”

What Lies Ahead

As Belgium, like many European countries, faces an aging population with increasing numbers of seniors living alone, initiatives like Bisous Groetjes are becoming ever more relevant. The campaign’s low-barrier participation model — anyone can sign a card online — makes it accessible to a broad public, while the hand-written cards provide a tangible human connection that digital messages cannot replicate.

The challenge now lies in scalability and sustainability. Hand-writing individual cards is labor-intensive, and continued funding and volunteer engagement will be needed for long-term impact. For now, the simple act of sending a postcard — a kiss and a greeting across the pages of a Brussels landmark — is bringing smiles to isolated seniors across the capital, one hand-written message at a time.