Seniors playing cards and having fun in their retirement home
(Credit: Visoot Uthairam / Getty Images)

Benchmark Senior Living has debuted a new advertising campaign promoting the social opportunities that senior living residents experience compared with older adults isolating at home alone.

“Through the campaign, we offer a window into life at Benchmark communities and the special moments residents share with friends, neighbors and Benchmark associates,” Benchmark Chairman and CEO Tom Grape said in a statement. “The advertising also speaks directly to spouses, sons, daughters, siblings and others who want to spend precious time with their loved ones and leave the often overwhelming tasks of caregiving to us.”

The campaign, titled Where You Connect, Engage and Belong, depicts side-by-side scenarios of older adults living at home versus living in a senior living community. The campaign shows, for example, older adults eating meals and spending time alone in their homes compared with those same adults enjoying meals and activities with friends in a senior living community. 

Benchmark said the campaign illustrates the “full and meaningful relationships seniors and their loved ones can have when loved ones are no longer playing the role of caregiver.”

A study from researchers at the Rosen College of Hospitality Management at the University of Central Florida last year noted that highlighting the socialization opportunities offered by senior living, and promoting the image of “hassle- and worry-free environments,” may be attractive to prospective residents.

The Benchmark campaign also highlights its signature programs, including Something in Common, in which staff members interview residents who are moving in, to help connect them with neighbors who have shared backgrounds and interests.

Benchmark has 63 independent living, assisted living, memory care assisted living, and continuing care retirement communities in Connecticut, Massachusetts, New Hampshire, Rhode Island, New York, Maine and Vermont. The company also offers respite care.