• by Danielle Oster , 11 hours ago

Many seniors across the country will spend their time sitting in silence this holiday season.

That reality becomes the focus of a “Silent Night” campaign from senior food delivery organization Meals on Wheels America. The spot reimagines the holiday classic as a plea from seniors facing silent nights alone. According to Meals on Wheels America, nearly 13 million seniors across the country worry about having enough to eat, and 56% report feelings of loneliness.

“This is a national crisis most aren’t aware of,” Meals on Wheels America Chief Development and Marketing Officer Kristine Templin told Marketing Daily.

“Often times, these seniors sit in silence, which is the whole point of campaigns,” she added, showing the reality faced by seniors during the holidays, a time which tends to coincide with increased feelings of loneliness and an audience more receptive to charitable messaging.

“Silent Night” launched last month and will be running through the end of the year. The PSA campaign is running across Meals On Wheels America’s digital and social channels, as well as on donated media. Airtime donated by Comcast NBCUniversal will let the PSA air on broadcast, and paid ads across platforms including Bing, Google, Meta, and Sirius XM. Priginal content from “Entertainment Tonight” host Leeza Gibbons, NFL Hall of Famer Jerry Rice, and a repost by actress Kristen Bell are also helping extend the reach of the campaign.

“Federal funding has not kept pace with inflation and an increase in the senior population,” Templin said. “The recent historical shutdown only exacerbated that.

“Everyone is experiencing inflation and rising costs around food, gas, services,” she added. “It’s heartbreaking to hear so many local providers say that the will is there, the need is absolutely there, [but] the resources are just not keeping pace.”

One in three Meals on Wheels providers has a wait list, with an average wait time of four months, according to the organization. “In some communities, it’s up to 2 years,” Templin said. “Without more investment and support, more seniors are going to be kept waiting.”

“Silent Night” concludes by asking viewers to help “#EndTheWait,” by supporting its operations, driving viewers to a campaign landing page. Templin explained that donations are just one way to help the organization, with its call to action including other alternative ways to help support Meals on Wheels America by volunteering, and advocating on behalf of the organization, including putting pressure on members of Congress to increase federal funding.

The campaign for the senior meal delivery nonprofit is part of a broader “End the Wait” platform focused on the lack of resources for seniors in need, and the ways in which the organization’s meal deliveries provide social support as well as sustenance.