At this point, perhaps you’ve reached the breaking point stuck at home in constant close quarters with family or roommates. But that might be a minor inconvenience when you consider those who have had to spend all this time on their own, including the elderly who might not be well-versed in using social platforms or conferencing tools. A new campaign from Cox Communications and 180 LA sets out to alleviate some of the loneliness of quarantine for seniors by keeping them “connected.”

The “Connections Project” comprises a series of initiatives designed bring social opportunities to older adults during the pandemic. One leverages a volunteer program in which Cox staffers have been reaching daily to seniors through simple phone calls. Another involves the creation of virtual “senior centers” that brings seniors together virtually to enjoy activities and social opportunities they had previously participated in in the “real world.”
 
Cox is promoting the initiatives in a pair of films from 180LA and directed by M ss ng P eces’ Josh Nussbaum.  One film opens with a series of heartbreaking statements.

“The loneliness is so deep I can feel it in my bones,” says one man.

“I miss the people,” says another. “I miss that interaction every day.” 

The film takes an upbeat turn, however, when we hear the phone calls of Cox employees ringing the seniors to check up on them. 

Another film highlights the virtual senior center and captures the joy of both the participants and the instructors as they’re able to reconnect doing activities they love.

“Cox has always known that the most meaningful connections are the ones people share with each other,” said Cox Director Brand Strategy & New Media Rachel Negretti in a statement.  “We’re feeling it now in a socially distant world. These campaigns are about bridging that connection at a time when it’s needed, now more than ever.”

“With seniors being highly susceptible to the virus and being lonely already with distance from their family and peer groups, we wanted to help,” added Mike Bokman, executive creative director at 180LA. “A simple phone call during these uncertain times can be extremely powerful and even life-changing for many."