Moving Beyond Industry Clichés to Celebrate the Real Human Connections That Make Benchmark Communities Feel Like Home
WALTHAM, Mass., June 13, 2025 /PRNewswire-PRWeb/ -- Benchmark Senior Living, the largest senior living provider in New England, has launched In Their Own Words, a new brand campaign highlighting the transformative power of human connection through real stories from residents and caregivers at some of its 66 Northeast independent living, assisted living and memory care communities. Conceived by Boston-based Colossus Creative Co., the campaign debuts amid rising concern from public health experts over the epidemic of loneliness, especially among older adults.
With assisted living residents at Benchmark experiencing an average of 19 meaningful interactions with associates daily and memory care residents with Alzheimer's and dementia experiencing countless interactions each day, the initiative underscores the company's deep commitment to combating the emotional and physical toll of social isolation. Isolation erodes health and well-being over time and can have devastating health effects. According to the U.S. Surgeon General, social isolation is comparable to smoking 15 cigarettes a day.
Unlike traditional senior living advertising, which is often filled with generic imagery and scripted messaging, In Their Own Words takes a refreshingly honest and human approach. The campaign features the real people who live and work at Benchmark communities sharing personal stories in their own voices. These moments offer a glimpse into the relationships, routines, and small, meaningful moments that help define life at a Benchmark community.
"At Benchmark, our purpose is to transform lives through human connection — that's the thread that runs through everything we do," said Marla Rappaport, vice president of marketing at Benchmark Senior Living. "There's no script we could write that would ever be more powerful than the real voices of our residents and associates. Their stories are the soul of this campaign, and a true reflection of the deep sense of community Benchmark has created throughout our organization."
One resident featured in the campaign, Elaine M., shared why she and her husband chose to move to Benchmark — and how it brought peace of mind not only to them, but to their adult children as well. "I think this has been the most important thing that we've done. Before we came to Benchmark … it was just the two of us. The people here, the staff, are so welcoming."
Another resident, Jeanine W., echoed that sentiment: "I always have something to do. And someone to do it with." The campaign captures these moments, and more, where life and community meet.
A critical component of the campaign is the website — distinct within the senior living category for its sincerity. It offers a deeper look at Benchmark through the real voices of residents and associates, sharing what life is like. In Their Own Words will appear across TV, print, social, and digital, all pointing to the website where these stories live. It's here that the heart of Benchmark is most clearly felt — in the moments of connection that define each day.
"Our job was to get out of the way," said Matt McGowan, VP Creative Director at Colossus, the agency behind the campaign. "Authenticity like this can't be scripted. You can see it in their eyes and hear it in their words. We believe this campaign will strike a chord with prospective residents and especially with adult children who are looking for connection, dignity, and a true sense of belonging for their mom and dad."
Click here for more information about In Their Own Words.
About Benchmark Senior Living
Benchmark is New England's largest senior living provider with 66 independent living, assisted living, memory care and continuing care communities and over 6,700 dedicated associates providing compassionate care and outstanding experiences throughout the Northeast. The Waltham, Mass.-based company was founded over 28 years ago by Tom Grape with the purpose of Transforming Lives Through Human Connection. Since then, Benchmark has continued to set the industry standard, having won over 300 hundred local, regional and national awards for its care, programs and as a top workplace. Benchmark has been named one of the Top Places to Work for 17 straight years in The Boston Globe's annual employee-based survey and received repeated recognition in FORTUNE's Best Workplaces for Aging Services list. In 2024, Benchmark communities received 62 U.S. News & World Report Best of Senior Living excellence awards based on resident and family feedback. For more information, visit BenchmarkSeniorLiving.com.
About Colossus Creative Co.
Colossus is an advertising and creative company based in Boston, Mass. They are an independent creative company partnering with a select number of like-minded brands who view creativity as a business lever. They're built small—by design—which keeps them nimble, efficient and adaptable to the needs of clients. You don't need to be big in size to be a colossus in stature. After all, a tweet can topple the stock market. And Prince was only 5 '2". Their goal is to help brands break through the white noise of the mundane by shaping art, technology and commerce into meaningful experiences. To learn more about Colossus, visit https://www.wearecolossus.com or follow on social media via LinkedIn and Instagram.
Media Contact
Carol Arnold, Benchmark Senior Living, 1 6035020469, [email protected], http://www.benchmarkseniorliving.com
SOURCE Benchmark Senior Living
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