Loneliness has reached epidemic proportions among Romania’s elders, with 1.5 million of them living in complete isolation. With 1 in 4 seniors mostly from urban areas, too many elders are feeling abandoned by society. Dr. Max, a leading pharmacy chain in Romania launched a campaign to help their cause. Set up as a behavioral experiment, unsuspecting youngsters were invited to test “The Inescapable Room": A real-life escape room filled with all the particularities of an elderly person living alone. The resulting filmed experience generated an emotional online appeal that made the TV news and turned the elders’ loneliness into the most talked subject in Romania.