JGS Lifecare Kicks Off “Superheroes Saving Lives” Campaign

Nonprofit Thanks Employees For Their Extraordinary Dedication During Pandemic

LONGMEADOW, MA (January 4, 2021) — JGS Lifecare, one of New England’s leading nonprofit healthcare systems serving seniors and their families, unveiled its new Superheroes Saving Lives campaign. Geared to its dedicated and loyal frontline staff, the light-hearted campaign focuses upon serious subjects: thanking employees for adhering to proper infection control protocols as well as conveying the importance of taking the coronavirus vaccine.

Created in English and Spanish, the three month campaign features videos from Ruth’s House Assisted Living Residence and Leavitt Family Jewish Home residents, who thank the staff for their “heroic” efforts in keeping them safe during the pandemic. The videos span the gamut from humorous to serious to emotional. Additionally, staff also encouraged their own family members to record videos showing how important it is for individuals to follow safety guidelines and proper hygiene protocols.

“We have faced many challenging and unprecedented situations since the beginning of the pandemic,” said Rob Whitten, Executive Director of JGS Lifecare’s Leavitt Family Jewish Home. “Our staff has been extraordinary the entire time. I am incredibly grateful for their resilience, dedication, and cooperation in keeping our residents safe and healthy. This campaign is our way of thanking our employees and letting them know how much we appreciate their efforts.” Whitten added, “We’re also hoping it instills a little bit of humor into our daily routine.”

The campaign slogan, “Not all superheroes wear capes. At JGS Lifecare, we wear masks,” emphasizes the fact that healthcare workers have emerged as real-life superheroes, risking their own health every day to save the lives of their beloved residents. Both Leavitt Family Jewish Home and Ruth’s House, the assisted living residence, created their own videos, showcasing heartfelt “thank you” messages from the residents.

Components of the campaign include Superhero buttons, care packages, t-shirts, candy, and capes. Employees are encouraged to take the Chelsea Jewish Lifecare Superhero pledge, in which they promise to “keep myself, my co-workers, my residents and my community safe by following safety practices at work, at home, and in my community.” Updates to the campaign will be made regularly throughout the three month period with new videos, posters, messages, and tributes to staff members. The campaign will also be rolled out in JGS Lifecare’s sister organizations: Chelsea Jewish Lifecare in Chelsea and Peabody, and Deutsches Altenheim in West Roxbury.

About JGS Lifecare

JGS Lifecare is a leading health care system serving seniors and their families. JGS Lifecare services include nursing home care (The Leavitt Family Jewish Nursing Home), rehabilitation services (Sosin Center for Rehabilitation), assisted living (Ruth’s House Assisted Living Residence), home health and hospice care (Spectrum Home Health & Hospice), adult day health care (Wernick Adult Day Health Care), independent living (Genesis Lifecare) and palliative care (Francis B. Cohen Palliative Care Program). JGS Lifecare is an affiliate of Chelsea Jewish Lifecare.  For more information, call JGS Lifecare at 413-567-6211 or visit JGSLifecare.org.

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