Age UK has recently launched a new campaign to help older people living in rural communities.  Cuts to bus services, a lack of shops and health and social care services, and the high cost of heating and difficulty in accessing broadband internet connections are some of the most important factors contributing to the difficulties faced by older people living in the country.  As important as community action is to solving some of these problems, Age UK also calls on government at all levels to more specifically support older people living in rural areas by ‘rural proofing’ policies, providing support for community actions and groups and prioritising the reduction of social isolation.