Boman Irani asks youth not to dismiss the elderly’s forwarded messages

Senior living community operator, Columbia Pacific Communities, has launched a new initiative – #ReplyDontReject – for World Senior Citizen’s Day (celebrated on August 21). The film features actor Boman Irani. 

The video has Irani calling out to younger generations to avoid dismissing the video, photo or good morning messages from senior citizens as mere forwards. The campaign stems from the insight that each time a senior citizen sends across a seemingly meaningless message containing a 'Good morning' or a motivational quote, they are actually vying for the younger generation’s attention and trying to convey that they miss them. The campaign has been conceptualised by Famous Innovations.

 

Piali Dasgupta, senior vice president, marketing, Columbia Pacific Communities, said “In our busy lives, we often tend to consider the frequent messages and shares from the seniors in our lives as just irritating forwards. Digging a bit deeper will tell you that it is a desperate effort from our seniors to break free from their solitude, and the desire to connect with those who they love. Through the #ReplyDontReject initiative we are trying to make people aware of loneliness amongst the elderly, take the pledge to be more responsive towards seniors, and change the statistics around elderly loneliness. We are delighted to spread this very important message through a celebrated actor. We are confident this endeavour will play a significant part in countering loneliness amongst the elderly and sensitising the youth to give them the gift of time.”