A local professional cuddler is inviting Bedfordians to join her for free hugs in the town centre this weekend.
Samii Wood works as a cuddle therapist offering one-to-one sessions and group ‘cuddle puddles.’ On Saturday (27 September), she and a fellow “hugger” will be at the Embankment and town centre from 10.30am until they have each hugged 100 people.
Samii says the event aims to highlight the health and well-being benefits of nurturing human touch. She explained that hugs lasting at least 20 seconds can lower cortisol (the stress hormone) and increase oxytocin and serotonin, which are linked to bonding and happiness.
“Why? Because as a society we are disconnected from each other and this has a real impact on our health and wellbeing,” she said. “Nurturing human touch and connection is a fundamental basic need but we are currently in a touch deprivation crisis.”
Samii, who recently relocated to Bedford and runs the therapy business Conscious Connected Touch, hopes her campaign will spark more conversations about the importance of human connection.
“I started this campaign as just me hugging 100 people in a day back in April, and I’m glad it’s already grown to have some other huggers dotted around in and outside of Bedford,” she added.
The science of cuddles
Recent research led by Danish neuroscientist Dr Julian Packheiser and colleagues at Ruhr University Bochum looked at 137 studies into the effects of human touch. The findings show that touch can have a measurable impact on both body and mind.
In adults, regular touch was found to reduce stress hormones, ease feelings of pain, and improve mood by lowering symptoms of depression and anxiety. For newborn babies, skin-to-skin contact supported healthy growth and development.
The study also found that it doesn’t matter whether the touch comes from a loved one, a stranger or a healthcare professional, the benefits are still there.
Dr Packheiser said the research shows that touch is “a basic human need” rather than just a social gesture, and that moments of connection, such as hugs, can play a role in supporting health and wellbeing across all ages.
