Dame Dame Joan Collins has backed Good Morning Britain's 1 Million Minutes campaign, in association with Action for Children, Age UK, Carers UK, Contact the Elderly, Independent Age, Royal Voluntary Service and The Silver Line.

The campaign aims to encourage people to give up minutes of their time to speak to an older person who feels 'socially isolated', and Collins commented 'It's a pleasure to be associated with this campaign. Loneliness is a silent epidemic that affects millions of people in this country. We are encouraging viewers to give up just a few minutes of their time this Christmas, to help tackle this growing problem. Every minute pledged will make a difference'.