Vriddha Mitra is a pioneering initiative dedicated to enhancing the quality of life for older people. The awareness campaign has been launched through a special concert on 28th. Padma Shri Anup Jalota led the entire concert in support of the mission of Vriddha Mitra. The event was held at Rang Sharda Auditorium, Bandra West, Mumbai.
Vriddha Mitra, which translates to ‘Friends of Older People’, is the flagship program of SCHOOL (Society of Community Health Oriented Operational Links), a non-profit organization. The program is committed to the concept of “aging in place”, providing essential services and supplies to 47,300 elderly persons in their homes across six major locations in India: Mumbai, Delhi, Pune, Gwalior, Bhopal and Varanasi. With support from philanthropic foundations, corporate social responsibility (CSR) initiatives and individual donors, Vruddha Mitra focuses on improving the well-being, independence and overall happiness of older people, especially the most vulnerable and needy ones.
The campaign aims to raise awareness about the importance of creating a supportive environment for senior citizens. The dedicated team of Vruddha Mitra provides companionship, assistance in daily activities and emotional support while addressing various challenges related to physical and mental health. The programme also ensures that older adults receive social security rights and benefits, helping them live a dignified life in their own homes.
Apart from the concert, this awareness campaign also continues on the occasion of International Day of Older Persons on 1 October 2024. The campaign will reach out to audiences across India through social media, print media and a series of events. Vruddha Mitra aims to encourage people, especially the younger generation, to view ageing as a positive and enriching experience for senior citizens.
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Our message to the world is simple: it is time to provide love, care and support to our elderly population in their own homes rather than displacing them in old age homes. We also emphasise the need to sensitise communities and youth to the challenges faced by the aged and create a network of compassionate caregivers through professional training. Let us work together to ensure that our elders feel happy, content and valued in their later years
