Columbia Pacific Communities’ Launches Campaign ‘Platform 2020’ For Senior Citizens

In a world where people are surrounded with the feeling of being disconnected and social distancing becoming a part of the new normal, Columbia Pacific Communities has introduced a 30-day virtual campaign with the objective to showcase the role and the power of technology and social media, in bringing people close to one another. The campaign will bring in an inter-community competition where residents will come forward with their talent in painting, singing, dancing, photography, among the other categories. The campaign was started on July 20, and the ‘Platform 2020’ competition came live to the public for an easy involvement. It will continue till August 21, World Senior Citizens Day. 

“The brand follows three principles of keeping their seniors physically engaged, intellectually stimulated, and emotionally looked after to ensure that they live healthier for longer. This, in many ways, is what constitutes the brand credo of positive aging,” said Piali Dasgupta, vice president, marketing, Columbia Pacific Communities.

The Platform 2020 has been primarily designed to celebrate singers, dancers, artists, musicians, and photographers in the community. The company had to opt for online mode because of the challenging situations, the world has been facing due to COVID-19, the company plans to run the month-long campaign till the World Senior Citizens Day. The objective of the campaign is to engage seniors, citizens, in it and give them hope and life during such prevailing vulnerable times. 

It has been conceptualized with the objective of celebrating residents, Dasgupta said.

“The idea is to shine the spotlight on them and help them reconnect with their hidden talents and long lost passions that they earlier did not have the time to nurture. Contest categories such as handicraft, painting, instrumental, group vocal, and dance are new additions this year,” she added.