We’re in a loneliness epidemic — so I started a kindness revolution After witnessing her mother’s devastating decline, Kissing it Better founder Jill Fraser set out to transform care — one small, human gesture at a time 'I started Kissing it Better with a friend that same year, a name we probably wouldn’t give the charity in 2025, but I do stand by it. It is a universal phrase for how simple acts of kindness can make a world of difference. The idea was to start a website to cut through the dense information on NHS pages — back then, all tiny Roman font and no pictures. We encouraged people to send us their ideas for how to make life better for your loved one in hospital. Really simple things, that were free. For example, I had put up a poster behind my mum’s bed to say: “This is Olive Fraser. She has two daughters, she spent all her married life in Kingston-upon-Thames, she loved tennis and walking.” The next day, a nurse told me she had been looking after my mum that morning. She was barely conscious, but when the nurse asked her if she used to shop at Bentalls department store, she smiled. That was the first time we knew she could still understand us. The website took off much faster than expected, and I was asked to come implement some of the ideas at Walsall Manor Hospital. We weren’t prepared for that to happen so fast, but I couldn’t say no...' Excerpt from The Times - Jill Fraser - CEO Kissing It Better charity 🔗 Click the link in the comments to read more