Gift of Time campaign launched to target social isolation during the festive season

Public reminded to reach out to seniors living in care homes, or living alone over December

December 3, 2018 (Burnaby, BC) — A province-wide awareness campaign is taking aim at social isolation among B.C. seniors during the festive season. The “Gift of Time” campaign is being promoted by BC Care Providers Association (BCCPA) as a way to raise awareness of the loneliness and social isolation many seniors face, during a time when many families and friends are celebrating.

The campaign reminds members of the public to reach out to seniors living in a care home, or living alone at home. The best gift you can give during the festive season is the “gift of time”.

“There is no easy solution when it comes to the challenge of social isolation among seniors, but raising awareness is a vital first step,” says BCCPA CEO Daniel Fontaine. “We hope the #GiftOfTime awareness campaign kicks off an important conversation.

“When people are celebrating the festive season with loved ones, this is the best time to remind the public to reach out to a senior.”

Social isolation among seniors has been the subject of prominent public inquiries such as by Canada’s National Seniors Council, and the U.S. Senate Aging Committee. A widely-cited study determines that the negative health impact of social isolation is equivalent to smoking up to 15 cigarettes per day. Both urban and rural communities across the continent have struggled on what to do about social isolation among seniors.

“There is indeed a growing awareness among our political leaders of the cost of social isolation on our public healthcare system,” says Fontaine. “However, we have to convince governments of the benefit of investing in initiatives that enhance quality of life among frail and elderly seniors.”

BCCPA’s #GiftOfTime campaign will be featured in both audio and video formats on multiple media platforms to audiences in Metro Vancouver, the Interior and on Vancouver Island, as well as promoted online through social media during the month of December.

Additional information and resources on the subject of social isolation among seniors, including copies of the campaign advertisements can be accessed at


MEDIA CONTACT: Rumana D’Souza, BCCPA Digital Media & Communications Coordinator, (778) 681-4859,


Established in 1977, BC Care Providers Association (BCCPA) is the leading voice for non-government seniors care providers in British Columbia. We have over 340 long-term care, home health, assisted living and commercial members across the province. Our members provide care for over 27,000 seniors annually and creates more than 18,000 direct and indirect jobs across the province.

Gift of Time Video

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