McKnights Senior Living

A new Argentum campaign aims to amplify voices in assisted living by sharing stories and information about the sector’s contributions to caring for older adults.

Argentum launched its “I ❤️ Assisted Living” campaign today during its Public Policy Institute in Washington, DC, to celebrate the sector’s role in caring for aging adults. The association said that the campaign aims to “take control” of the narrative on assisted living following increased federal scrutiny from the US Senate Special Committee on Aging and negative attention from lay media outlets, including The Washington Post as well as The New York Times and KFF Health News. 

“This initiative aims to highlight the invaluable contributions of assisted living communities in providing high-quality care, enriching experiences and vibrant lifestyles for seniors across the nation,” said Maggie Elehwany, senior vice president of public affairs at Argentum. “With the ‘I ❤️ Assisted Living’ campaign, we aim to amplify the voices of residents, families, caregivers and industry partners who share our unwavering commitment to the well-being and happiness of seniors.”

The campaign will include social media posts, storytelling initiatives, community events and advocacy efforts. Supporters are being encouraged to share with policymakers their positive experiences, submit their stories to the Senate Aging Committee’s portal and share short videos and social media posts using the hashtags #ILoveAssistedLiving and #YouCanCallMeAL.