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Rochester, NY — July 7, 2021 — Jewish Senior Life has launched a new multimedia ad campaign with the theme “Life Unmasked.” Featuring staff, residents, and family members, the message is simple and powerful: despite the challenges of fighting the COVID-19 pandemic, the best things about the people at Jewish Senior Life continue to persevere. Its staff’s compassion and kindness toward its residents. The trust residents and their families have in the care and service it provides. And the joy of residents in developing relationships and engaging in all Jewish Senior Life has to offer.

“There’s a great team here. They show a lot of love for the residents. It makes me happy to come to work,” says Rose Machado, a Certified Nursing Assistant featured in the campaign.

“For more than 100 years, we’ve strived to enhance the quality of life for older adults with a community guided by warmth, dignity and respect,” says Michael King, President and CEO of Jewish Senior Life. “The Life Unmasked campaign shows how our staff goes above and beyond to keep residents safe, active, connected with loved ones, and engaged in activities that bring joy to every day.”

More information about the Life Unmasked campaign can be found at www.jewishseniorlife.org/difference.