Creating connections with others is extremely valuable, especially during a time like this where feelings of isolation can be increasingly apparent. Students in our Public Relations program have come to understand this best as they worked in collaboration with the GenWell Project to create a campaign called #GENCONNECT that launched this summer, intending to connect youth with seniors in their community. Students were able to collect and share the stories of those who electronically reached out to a senior, whether it be a grandparent or neighbour, to the GenWell Project’s social media platforms using #GENCONNECT, and this generated a collection of posts that helped to further the message of human connection.
After working with Centennial students once before and having a great experience, Pete Bombaci, Chief Connection Officer & Founder of the GenWell Project, had the opportunity to work with the PR students to create this campaign within their Storyworks course. “It was really generous and we’re thrilled to have had the opportunity to work with the students at Centennial - the future of the PR industry,” he says. Commencing the work around April, Pete says he briefed the students and they came back with the idea. “We went through several iterations of what the program was going to look like, but at the core, it was about connecting multi-generational relationships with young people reaching out.” He continues, “I think the idea was great, as far as what we could do to help older people, but I think one of the surprising parts of this entire program is the impact that the students recognized in reaching out to older people and how happy it made themselves feel.” Pete says that is a really important message and is something that embodies the GenWell Project as well. He says, “When we talk about multi-generational relationships, oftentimes we think about reaching out to a senior because it’ll make them feel better, but what we all need to recognize is that whenever you help anybody, such as an older person, a younger person, a new mother, someone who lives alone, or somebody struggling with physical or mental health issues, every one of us can make a difference.”
The collaboration between the students and Pete was completed virtually, which he says can certainly have its challenges. “I run a few connection movements, so I always prefer meeting people in person because that’s where you build deeper bonds and connections, and that’s what makes us feel engaged and part of something bigger than ourselves. [Connecting virtually] probably added some complexity to the situation because we were unable to sit in the room and really hammer out some ideas, but at the end of the day, we’re all getting more comfortable with the reality that virtual work is going to be the future. We all need to find our ways and do it the best way possible and in a way that makes us feel productive and fulfilled.” The project launched at the end of July, which took longer than they anticipated, but Pete says, “I think where we ended up was the right place, telling the right stories, and engaging people in meaningful work.”
Pete adds, “I want to give a huge thank you to the staff and students at Centennial College for their support, and now the two programs that they’ve put together, to help us spread the message of the human connection movement.”
Below are the thoughts of some of the PR students who contributed to this project:
“I had a great time working with Pete Bombaci as well as the other members of the GenWell team. By doing this campaign, I feel that I made a positive change in a senior’s life, which gives me a gratifying feeling. The campaign has inspired me to personally keep the conversations with seniors going as the happiness and joy that the seniors express when we take the time to talk and listen to them cannot be put in words.” – Aron Koshy
'My experience working with the GenWell Project kept me positive during the pandemic. I live alone and was struggling, and connecting with seniors really put things in perspective. The stories we collected from around the globe were inspiring- some of my colleagues hadn’t spoken to their seniors in quite some time so it was heartwarming to see how much these interactions meant to both parties. I think the GenWell Project’s mission about human connection was especially important during the pandemic and I’m glad that I got to be a part of this campaign!' – Lesley Matheson
“Working on the Storyworks #GENCONNECT campaign for the GenWell Project was a unique and rewarding experience. The entire process required strategic planning, creative thinking and ongoing collaboration with classmates. I was amazed to see how our actions positively impacted lives by encouraging youth to reach out and connect with seniors by engaging in meaningful conversations. Being a Storyworks student provided me with hands-on training because I worked on a project with a real client. The instructors were exceptional in guiding and supporting us along the way. Their support helped us perform to achieve our highest potential. The Storyworks learning experience equipped me with the skills I need in entering the world of work in today’s changing global environment.” – Yanique Blythe
“I am extremely proud to be part of this great initiative and proud to be working with an organization that promotes human connection. After researching our client, the GenWell Project, my team and I started brainstorming on what to do. We wanted to create a campaign that was authentic and was going to be impactful. We were limited because of COVID-19, but that didn't stop us, it motivated us, and we started thinking of the most vulnerable people during this pandemic - our loved elderly. They are the high-risk group, confined from their few favourite activities, and now more than ever is the time to fight loneliness with love for our elders. I began thinking of what I could do to touch the lives of the elderly, a group that I felt could greatly benefit from additional tender, loving kindness. From this small idea, the #GENCONNECT campaign was born, and I didn't know how much reaching out to a senior can change someone's life. Anyone can make a difference, and everyone should try! Why not try right now? I encourage you, if you haven't already, to reach out to a senior in your life today. This was so far the best experience in my school days.” – Raissa Gwiza
“#GENCONNECT has inspired me to connect and understand seniors better. It is time to take care of those who took care of us. Usually, we forget what human touch is but this time when I connected with my grandmother, it felt real and brought tears to her eyes. This reminded me of how ignorant I have been. Heading the campaign has been a beautiful journey for me. I came across so many beautiful people who have so much to talk about but rarely get a chance to. Seniors need us to make their world a better place by making them smile. That smile is all that should matter and building a connection with just another senior brings joy to me. The GenWell Project has inspired me to discover stories that were otherwise collecting dust. It has been a long journey, but it does not stop here. We need to continue building a friendship with just one more and make a difference because, in the end, all we have are stories that we can tell the furthest of generations.” – Alisha Dcruz
We are thrilled that the GenWell Project was able to collaborate with students, as the work put into this project ended up creating an extremely impactful campaign that generated much needed connection. To see the posts that were part of this campaign, you can check out the GenWell Project’s Facebook and Twitter.
By: Alexandra Few