As a co-winner of the Humanitarian Award from the BC Association of Broadcasters, Seniors Services Society of BC is launching its first advertising campaign with donated media valued at $1 million dollars. The campaign kicks off April 1 on private BCAB-member television and radio stations across the province and will air every other month through February 2026. Social, print and out of home advertising supports the campaign with donated media space being acquired directly from a growing list of generous vendors.

Advertising agency PS&Co Brand Studio produced 30-second video and 30-second radio creative. The poignant campaign, called Losing Everything, brings attention to the issue of homelessness amongst everyday seniors and the shocking statistic that 1 in 10 seniors are homeless or at risk.

“For our first campaign, we wanted to put a human face and relatable story to the concerning statistics around seniors’ homelessness to motivate a response by society before the issue becomes too great to confront”, said Alison Silgardo, CEO, Seniors Services Society of BC.