The campaign highlighted the efforts by Columbia Pacific Communities to safeguard the health and wellness of seniors through the three waves of COVID.  

The elderly have been amongst the most vulnerable to the COVID-19 pandemic. In its continuous efforts towards promoting holistic health and wellness amongst senior citizens, Columbia Pacific Communities, India’s largest senior living community operator, launched a unique public awareness campaign, ‘#TakeThree’, to encourage seniors all over the country to take the third dose of the COVID vaccine and stay protected against the virus.

The #TakeThree campaign has been conceptualised against the backdrop of the receding third COVID wave and the new vaccination drive for the third dose for frontline workers and senior citizens, which began on January 10, 2022. The campaign is an extension to the Community Beats Uncertainty initiative launched in 2020 to create awareness about the importance of communities during unprecedented times such as the ongoing pandemic amongst many others.

Awareness Video- https://www.youtube.com/watch?v=tXwqoOBUg14

The senior living community operator highlighted several key measures undertaken in the past two years to protect the health and wellbeing of seniors living in their communities, while encouraging them to get vaccinated for the third time through a video released on social media.

Speaking about the campaign, Piali Dasgupta, Senior Vice President, Marketing, Columbia Pacific Communities, said, “As a brand, we strongly believe in the overall well-being and wellness of seniors, as it aids positive ageing, our core brand philosophy. The first two vaccine doses are largely being credited to have protected Indians, including the most susceptible demographic, senior citizens, during the third wave by preventing severe conditions and fatalities. With the #TakeThree campaign, we want to emphasise the importance of building immunity against the virus and thereby beating every uncertainty. The campaign aims to create public awareness and inspire seniors to take the third dose at the earliest. We believe positive aging is about empowering seniors to take charge of their lives and that is what we aim to achieve through the campaign.”

While the Omicron wave is receding, leading public health experts around the country have credited the mass vaccination drives in preventing severe cases and fatalities during the third COVID wave. Mr. Rajesh Bhushan, Health Secretary, MoH&FW, shared evidence of vaccine impact last month. According to him, when fully vaccinated population was only 2% in April 2021 during the second wave, high number of fatalities were recorded (3059). Almost nine months later amidst the third wave in January 2022, 71% of India’s population was fully vaccinated and therefore recorded far fewer fatalities (380 deaths).[1]

To create a safe haven for seniors, several measures were initiated by Columbia Pacific Communities at the community level. Vaccination drives were conducted for seniors and staff. Community complexes were regularly sanitized and the communities were ring-fenced to ensure that no external visitors entered the complex during the pandemic waves. Online doctor consultations and various health and wellness activities, such as online yoga and wellness sessions, were conducted to beat the stress and hopelessness of COVID induced isolation while fostering mental well-being and peace of mind.

Ever since the COVID-19 outbreak, Columbia Pacific Communities has been at the forefront of safeguarding the interests of seniors. In May last year, their campaign #ReachOut, in association with Fortis Department of Mental Health, urged senior citizens to reach out for mental health support to navigate the stress and panic induced by the pandemic.

Owing to proactive and sensitive management of the unprecedented crisis, the institution was able to protect seniors from every uncertainty during the pandemic.