Jacksonville's Largest Non-Profit Service Provider for Seniors Has New Brand, New Website

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New name, Aging True, speaks to organization's support and celebration of independent, graceful aging. For nearly 50 years its programs and services have helped seniors by enabling them to stay in their homes longer.

Cathedral Foundation of Jacksonville Inc., a non-profit organization enabling home-based senior independence in Northeast Florida, and its service division, Urban Jacksonville Inc., have a new name, brand image and website -- Aging True.

“Aging gracefully and with dignity is what every person deserves. For nearly 50 years our programs and services have helped seniors do just that by enabling them to stay in their homes longer. However, the names of our non-profits did not reflect this mission,” explained Teresa Barton, executive director of Aging True. “Our new name, Aging True, really speaks to our support and celebration of independent, graceful aging.”

In addition to the name, the Aging True branding effort includes a new logo, brochures about the organization’s key programs, and a website – http://www.agingtrue.org – that is attractive and easy to navigate. Burdette Ketchum, a Jacksonville-based integrated marketing firm, created the brand concept, identity, and marketing and online pieces.

Growth in Aging
Aging True’s mission to enable home-based senior independence in Northeast Florida benefits the entire community, not just the elderly. Research from the Florida Council on Aging shows that home-based and community care costs are significantly less than the costs for Medicaid nursing home care – on average $49,580 less per year per senior. According to Barton, extending the time seniors live in their own homes not only has fiscal benefits for taxpayers, but seniors who remain in their own homes live fuller, happier lives.

As the Baby Boomer generation ages, the senior population increases each year. In less than 10 years, seniors (people age 60 and older) will comprise 29.7 percent of Florida’s total population, according to the U.S. Department of Health & Human Services’ Administration on Aging. By 2030, that percentage will increase to 33.9 percent or 9.73 million seniors. Therefore, services for the elderly will become more needed and in-demand.

“Being able to quickly and intuitively find services that assist seniors to remain in their homes is increasingly important for seniors and their caregivers. We believe the Aging True name and new website will be a step toward more accessible information in our area,” Barton stated.

Vital Services
Aging True is one of the oldest and largest non-profit providers of senior services in Northeast Florida. Unlike numerous groups that serve solely as a resource or reference service, Aging True develops and administers programs designed to provide seniors with the care and assistance they need to live independently and more meaningfully. The organization offers services including nursing-home diversion, home health, mental health and wellness, food delivery, and caregiver support. These vital programs – such as the Medicare-accredited Home Health Agency, Meals on Wheels® and Senior Connections – help more than 6,000 Northeast Florida seniors annually.

“Aging True provides dozens of different programs for seniors and their caregivers. Some of our clients simply need a meal delivered to their doors daily, while others may be enrolled in programs involving customized care including meals, companionship, therapy and in-home medical assistance,” Barton said.

The most requested programs Aging True provides in Northeast Florida are:

Home Health Agency
Aging True health professionals help seniors reach their health care goals by coordinating with their physicians to develop a strategic plan for in-home treatment. These services may include physical, occupational and speech therapy, skilled nursing and convenient visits from a medical social worker or home health aide.

Meals on Wheels
Serving as the Meals on Wheels program in Duval County, Aging True coordinates the food preparation and delivery of nearly 300,000 hot and frozen meals to frail, homebound senior and disabled residents each year.

Senior Connections
A dedicated nursing home diversion program funded by the Department of Elder Affairs and the Florida Agency for Health Care Administration administered by Aging True for the Northeast Florida region, this program uses a managed care delivery system to aid elders who qualify for nursing home placement to continue to live in their homes as long as possible.

Another area of focus for Aging True is its caregiver support services, which are designed to encourage and assist those responsible for the full-time care of an elderly family member. These services include educational newsletters, support groups and respite services that help caregivers and their families by reducing emotional, physical and financial hardships.

“The essential services our employees and volunteers provide to seniors and caregivers in Northeast Florida will continue as before. What we hope will result from becoming ‘Aging True’ is easier brand recognition and recall – prompting more inquiries about our services, increased sponsor and donor activity, and further interest in volunteering,” Barton said.

About Aging True
Aging True (formerly Cathedral Foundation of Jacksonville and Urban Jacksonville) is a non-profit 501(c)(3) charitable organization that provides seniors in Northeast Florida with the care and assistance they need to live independently longer. Founded in 1962, the organization develops and administers health, nutritional and financial care programs designed specifically to serve and educate individuals with disabilities and the elderly, such as Florida Self-Directed Care, Meals on Wheels, Senior Connections and other in-home health, mental wellness and caregiver support services. Aging True services reach more than 6,000 Northeast Florida seniors each year. For more information, visit http://www.agingtrue.org.

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