Columbia Pacific Communities’ seniors celebrate Christmas with sign language

The work was executed by the in-house team

Dec 24, 2020 05:22:00 AM | Video | Campaign India Team

Senior care operator Columbia Pacific Communities has unveiled an initiative for Christmas. The campaign highlights a performance put together by senior residents who learned sign language, to perform ‘Jingle Bells’ over a Zoom call for 400 speech and hearing-impaired individuals. 
 
Piali Dasgupta, senior VP, marketing, Columbia Pacific Communities said, “Through the initiative ‘#SignsOfLove’, our residents were able to spread joy and happiness to the speech and hearing impaired people – a demographic that is hugely overlooked, despite being 5% of the country’s population. Through this unique initiative, we wanted to reinforce the point that love knows no language and barriers, and sometimes it is actions more than words that bring people together. Communities are at the heart of everything we do. This is a great example of one community coming together to bring joy to another and is a humble gift from our residents to these very special people.”
 
 “We have always worked towards creating avenues for our seniors to be able to live a fuller life, lead by example and contribute meaningfully to the ecosystem and society while shattering age-related stereotypes. The Christmas celebration is a thought in the same direction providing them reasons to celebrate and spread happiness to a large group of people,” added Dasgupta.