As the delta variant and vaccine reluctance threaten visits to some elderly communities, a provider is launching a campaign around its success in building residents’ confidence in reopening buildings.
Benchmark Senior Living, based in Waltham, MA, unveiled its “Consumer confidence” campaign this week, celebrating how residents and family members of its 63 communities “come together again in confidence” in mess halls and during social hours and visitation.
“I am delighted to see – in full screen – residents enjoying the people and passions that make life so meaningful,” said Benchmark President, CEO and Founder Tom Grape.
Many of the activities were made possible through Benchmark’s Something in Common program, which aims to help residents nurture their individual passions. Launched in January, the digital platform identifies residents’ interests, connects them with community programs and helps build relationships with neighbors.
The supplier also said that the proactive implementation of COVID-19 protocols early in the pandemic helped the company focus on health and safety. The Coronavirus Reference Advisory Council, comprised of 10 public health experts, continues to guide the company’s long-term strategy and response.
Additionally, Benchmark is part of a growing list of senior living service providers requiring employees to be vaccinated.
The latest campaign, featured in newspapers, online and on social media, comes as some operators fear they will have to shut down their communities again due to the increase in COVID-19 cases caused by the delta variant and the reluctance to vaccinate. According to Chattanooga Times Free Press, for example, the Tennessee Department of Health has reported 41 resident and 50 staff cases of COVID-19 at long-term care facilities in the region in the past 28 days.