Chennai, October 9, 2020: A sound mind in a sound body is what everyone aspires for, especially the elderly. But with over 20% of India’s geriatric population suffering from at least one form of mental illness, the issue needs serious attention.


Considering mental illness among seniors is more likely to be permanent due to progressive neurodegenerative disorders, the need of the hour is to raise awareness around mental health and urge seniors to seek help instead of neglecting them.

Towards this, Columbia Pacific Communities, India’s largest senior living community operator,  introduced a meaningful campaign titled #EndTheShame to encourage conversations around mental health and draw much-needed attention towards it just ahead of World Mental Health Day observed worldwide on October 10.

The short yet impactful digital film made completely in house, brings to light mental diseases such as  Dementia, Schizophrenia, Depression, Anxiety, Bi-polar Disorder, Post-Traumatic Stress Disorder, Alzheimer’s, Obsessive Compulsive Disorder  which need attention and medical care. The campaign #EndTheShame is in line with the theme for this year’s World Mental Health Day – Mental Health for All. Greater Investment – Greater Access.

By encouraging people to “speak up, reach out and keep the faith,” Columbia Pacific Communities instils hope and builds resilience among sufferers.

In April this year, Columbia Pacific Communities launched #TheLivingRoom, a virtual talk show initiative that urges seniors to stay inspired and motivated through meaningful conversations. In line with the campaign and World Mental Health Day, the brand is hosting a virtual live session with psychiatrist and Head of MpowerMinds – The Centre, Bengaluru, Dr. Vinod Kumar, who will be addressing seniors to encourage them to reach out for help if they have symptoms of a mental illness and dispel popular myths about mental health.

Piali Dasgupta, Senior Vice President, Columbia Pacific Communities, says, “It’s a misconception that mental illness among the elderly is mostly about Dementia and Alzheimer’s. A large number of seniors suffer from Depression, Anxiety and several other mental disorders. Yet, a majority of them are hesitant to talk about it or seek help, owing to lack of awareness and a long-standing stigma attached to mental illness. This video, on the occasion of the 28th World Mental Health Day, aims to draw attention to the various mental illnesses that exist and that elders are afflicted by. It urges society to end the shame around mental illness and encourage people suffering silently to reach out and seek help. We hope that with this pertinent message, we are able to do our bit to encourage all that are battling these diseases to come out and talk about their struggles, thereby normalising conversations around mental illness.

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