Chartwell Retirement Residences is aiming to educate seniors and their adult children about retirement living through a new national advertising campaign tackling common concerns and misconceptions about seniors housing. The initiative builds on Chartwell’s popular educational web series “Ask Edna” launched in 2016 to help families as they transition into this phase of life.

“Modern retirement living is increasingly about lifestyle and choice,” said Sharon Henderson Vice President of Marketing & Communications at Chartwell. “Our communities offer people the freedom to remain independent, active and social, with support options if and when they may need it.”

With the seismic shift in demographics approaching, the demand for information on independent and supportive housing options for seniors is growing.

“We are seeing an increased need to proactively challenge historical perceptions that truly do not represent the options and benefits of retirement living today,” Henderson said.

Chartwell is tackling misconceptions head-on with the new irreverent ad campaign, which features two fictional characters, Edna and Therese. The two high-spirited 80-somethings address topics on aging and retirement living, an approach that stands out in the landscape of current retirement home advertising.

Using both humour and frankness, Edna and Therese speak from a seniors’ viewpoint on various misconceptions, including the flexibility of living in a retirement residence, the level of independence that residents can enjoy, and they even address the hesitation adult children sometimes feel when starting the conversation with loved ones about considering a move to a retirement residence.

“Our goal is to help change the perception of retirement living and proactively offer information through our Retirement Living Consultants, Call Centre and on Chartwell.com that can help support seniors and loved one in their decision,” said Henderson.