New Delhi: Columbia Pacific Communities in collaboration with GiveIndia, India’s most significant donation platform that works with credible non-governmental organisations across the country, has taken the initiative to help senior citizens under Corporate Social Responsibility (CSR), the publication reported.
To combat the age-old perceptions and stereotypes, Columbia Pacific Communities has started a social media campaign ‘Relearn’.
“Our social media campaign ‘Relearn’ aims at attempting to alter the age-old perceptions and stereotypes around growing old by shifting the focus to positive ageing,” said Piali Dasgupta, Vice President- Marketing, Columbia Pacific Communities.
As a brand, the company believes that social media can be a great enabler for social good and allows brands to be authentic and “walk the talk.” The company is taking a step forward by creating real impact on senior citizens.
As part of the initiative, the company will use social media to urge people to add a positive adjective that defines senior citizens to the word cloud on their website. For every positive word entered, the company will contribute Re. 1 to the cause of taking care of the ill and help the elderly have access to cataract surgery.
The proceeds from this campaign will go to ‘Help Age India’ and ‘Anandam’ Old Age Home, a charitable trust that works towards the welfare of the elderly.
The campaign is our humble attempt at giving back to demography (senior citizens) that has contributed immensely to society,” Dasgupta added.