As the World Cup roars on in Russia, Maidstone is holding a Mexican wave of its own.

Businesses around the town centre are being urged to love their neighbours and share the word of a new scheme.

Come Monday, July 30, West Kent Befriending Service wants to see everyone in the town having a chat with someone new.

Wendy Pfeiffer, manager of the befriending service, has organised the event to coincide with World Friendship Day.

She said: "I’m trying to encourage everyone who lives in Maidstone to talk to one person who they wouldn’t normally talk to, it could be a neighbour or someone in a shop."

Ms Pfeiffer is hoping local businesses will spread the word themselves and has come up with a unique way of promoting the event.

She explained: "I’m hoping to drop off a pile of flyers and stickers at certain shops and businesses around the town centre.

"Then each shop can take some next door, explain what is happening and tell their neighbours to do the same.

"It gets people talking, I’ve had a chat with some traders and they think its a good idea, obviously it hinges on staff spreading the word but I think its worth trying."

The West Kent Befriending Service relies on 114 volunteers to meet 75 isolated people in and around Maidstone.

A further 20 are waiting to be matched or waiting to be visited for an initial assessment.

With demand growing, it has had to stop taking referrals until it can hire a new member of staff to deal with admin.

Ms Pfeiffer took to the streets in May and spent a week talking with strangers to promote fundraising for the new role.

She visited shopping centres, cafes and even travelled on buses to get chatting.

This was a success and Harper’s cafe in Market Buildings is holding Monday meet ups for isolated residents on the second Monday of each month.

To donate for the service’s new staff member visit tinyurl.com/wkbefriend