While the delta variant and vaccine hesitancy are threatening visitation at some senior living communities, one provider is launching a campaign around its success in building resident confidence in reopening buildings.

Waltham, MA-based Benchmark Senior Living unveiled its “Consumer Confidence” campaign this week, celebrating the ways in which residents and family members at its 63 communities are “confidently coming together again” in dining halls and during social hours and visits.

“I am thrilled to see — on full display — residents enjoying the people and passions that make life so meaningful,” Benchmark Chairman, CEO and founder Tom Grape said.

Many of the activities were made possible by Benchmark’s Something in Common program, which is meant to help residents nurture their individual passions. Launched in January, the digital platform pinpoints residents’ interests, matching them to community programs and helping build relationships with neighbors.

The provider also said that proactively implementing COVID-19 protocols early in the pandemic helped the company focus on health and safety. The Benchmark Coronavirus Advisory Council, consisting of 10 public health experts, continues to guide the company’s long-term strategy and response.

In addition, Benchmark is among a growing list of senior living providers requiring employees to be vaccinated. 

The latest campaign, featured in newspapers, online and on social media, comes as some operators fear they will need to close their communities again due to increasing COVID-19 cases caused by the delta variant and vaccine hesitancy. According to the Chattanooga Times Free Press, for instance, the Tennessee Department of Health reported 41 resident cases and 50 staff member cases of COVID-19 in area long-term care facilities in the past 28 days.