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ROTTERDAM, 10 January 2025 – Nostalgic phone booths have reappeared in Rotterdam's streets, aiming to address the growing issue of social isolation. The initiative, part of the 'Mooiste Contact Maand', encourages more personal connections.
Phone booths return to Rotterdam to tackle social isolation
The streets of Rotterdam are now home to four nostalgic phone booths as part of an initiative launched by the KPN Mooiste Contact Fonds. The ‘Mooiste Contact Maand’ (literally ‘Most Beautiful Contact Month’) is an initiative aimed at raising awareness of social isolation (contactarmoede) and encouraging meaningful human connections through activities and outreach efforts. According to recent research, over one-third of Dutch people have days when they speak to no one. Among those aged 40 to 49, 37% report feeling their social connections are inadequate, and one in four feel they receive too few visits.
The phone booths will travel across the Netherlands in the coming weeks, inspiring people to make personal phone calls and reconnect. Throughout the year, the foundation will continue to organise activities to foster meaningful social contact.
Key findings on social connections
The findings of a survey conducted in November 2024 among over 2,000 Dutch participants reveal the following:
- Two-thirds of respondents admitted that, at times, they should call or visit someone but fail to do so.
- Nearly half (47.5%) admitted to sending messages when they believe a call or visit would have been more appropriate.
- 55.7% preferred receiving a phone call or visit over a message.
- 29% rated their social connections as insufficient, with a peak of 37.1% among those aged 40-49.
- 30% of respondents felt more comfortable expressing themselves in messages rather than face-to-face.
- Over 45% considered it a worthwhile resolution for 2025 to prioritise real social contact.
- Approximately 17% found phone calls intimidating, with this figure rising to 28.5% among people under 30.
Mark Versteegen, director of the KPN Mooiste Contact Fonds, makes a phone call during the launch of the Mooiste Contact Maand.
Psychological insights into social connection
Psychologist and author Marissa van der Sluis, who attended the presentation of the research, remarked, “While digital connectivity is constant, real connection is dwindling. Authentic contact involves seeing, hearing, and meeting each other in person. It’s unpredictable, which makes it challenging but also fulfilling.” She added that the increasing preference for text-based communication stems from its perceived safety, allowing users to refine their words before sharing.
Encouraging a return to authentic contact
Mark Versteegen, director of the KPN Mooiste Contact Fonds, highlighted the importance of pausing digital distractions to foster real connections. “This January, we’re showing people how small actions—like stopping scrolling and making personal contact—can combat social isolation,” Versteegen explained. Alongside the travelling phone booths, a special phone call workshop for young people will take place on 23 January, helping participants feel more at ease with calls. “We aim not just to raise awareness but also to equip people with tools to address this issue,” Versteegen concluded.
Sociologist and gerontologist Eric Schoenmakers, an expert on loneliness, emphasised the significance of social ties for overall wellbeing. “Breaking social isolation is crucial to prevent people from becoming disconnected. Initiatives like these provide meaningful pathways to stronger connections.”
Local advocate shares a personal story
Rotterdam-based influencer Qucee underscored the importance of addressing social isolation by sharing his own experiences. “I was bullied during my youth and felt profoundly lonely, avoiding making contact with others. That period even led to depression. A healthy social life is vital for our wellbeing, and I want to help break the stigma surrounding mental health. Real connection makes an enormous difference,” he said.
