Columbia Pacific Communities launches drive against elder abuse

11 Jun,2021

By Our Staff

 

Columbia Pacific Communities, the Bengaluru-based senior living community operator, has launched a three-phase awareness and support campaign #CallOutAbuse on the side-lines of World Elder Abuse Awareness Day, observed on June 15, with the aim to spread awareness on the growing social problem and motivate senior citizens to access right channels of support.

 

Speaking about the initiative, Piali Dasgupta, Senior Vice President, Marketing, Columbia Pacific Communities, said “Elderly abuse is growing at an alarming pace in our country as a result of growing economic pressures and cost of care as well as decreasing sensitivities and selfish motivations of the younger generation. Through this campaign, we want to sensitise the younger generation to shoulder responsibilities of their parents and be more empathetic towards those that brought them up while also urging seniors to break the mould of fear and stigma and seek help against ill-treatment at home. While elder abuse exists outside of home as well, a majority of the cases are at home. Columbia Pacific Communities has always worked towards empowering seniors to take charge of their lives and claim the respect and dignity they deserve. With over 104 million elderly people in India and the demographic expected to triple by 2050, we are committed to stand by those who have nurtured us in life.”

 

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