We highlight Home Instead, the recipient of a Highly Commended award in the Community Engagement category at the 2024 Future of Ageing Awards. Results were unveiled at a presentation dinner in Sydney on August 29, 2024…To view all of the winners…
Home Instead, an in-home care provider operating across 14 countries, launched the “Be a Santa to a Senior” (BASTAS) initiative in 2014 to combat social isolation and loneliness among older adults. This annual Christmas campaign delivers holiday cards decorated with heartfelt messages by school children and community groups. The initiative has grown significantly, with over 17,000 cards distributed in 2023. The cards reach Home Instead clients and other seniors in the community through festive events, aged care facilities, geriatric hospital wards, and partners like Meals on Wheels™. BASTAS fosters intergenerational connections through events such as school choir performances at shopping centres.
Why it came about
Social isolation significantly impacts the mental and physical health of ageing Australians. Research from Red Cross Australia highlights that one in four older Australians feels lonely during the festive season. Home Instead recognised this issue through direct client experiences and sought to address it through BASTAS. Inspired by a similar initiative in the United States, the Australian program evolved to emphasise intergenerational engagement, creating meaningful connections between seniors and children. The 2023 expansion through a partnership with Meals on Wheels™ extended the initiative’s reach, ensuring more seniors received personal holiday messages and a reminder that they are valued.
How it works
BASTAS is coordinated by Home Instead Australia’s National Office, with local franchise offices managing distribution and event planning. The initiative has grown from 200 cards in 2014 to 17,400 in 2023. The cards are professionally printed and distributed to schools and community groups for decoration before being delivered to seniors through:
- Intergenerational Christmas events in aged care facilities, retirement villages, and community centres.
- Shopping centres where children hand out cards and sing carols.
- Geriatric hospital wards.
- Meals on Wheels™ Community Restaurants and home deliveries.
- Independent living facilities.
Funding for BASTAS is entirely covered by Home Instead’s National Office, with local offices and community partners contributing logistical support. The 2023 campaign cost $3,078 in printing, demonstrating a high return on investment in terms of community impact. The success of the initiative is measured through stakeholder engagement, event participation, and direct feedback from seniors and caregivers.
Gold Coast, QLD: Client Margaret received her card and a hand-written letter from school child, Pat, to who she intends replying to.
Who was involved
BASTAS is spearheaded by Home Instead’s National Networking and Partnerships Manager, Katie White, alongside a national marketing team. Franchise offices across Australia coordinate local implementation, engaging business operations managers, networking managers, caregivers, and community stakeholders. Key partners include Meals on Wheels™, local schools, residential care facilities, hospitals, and government representatives who support event execution and outreach.
Evidence of success
BASTAS has demonstrated continuous growth, with increasing participation from Home Instead offices, schools, and community organisations. The initiative’s measurable success includes:
- A tenfold increase in card distribution from 2014 to 2023.
- Expansion to 23 Home Instead offices and nearly 40 schools in 2023.
- Emotional and social benefits, as reflected in positive participant testimonials.
- Resilience during the COVID-19 pandemic, when the initiative adapted to deliver nearly 2,000 ‘pen pal’ messages to isolated seniors.
Feedback from seniors highlights the deep emotional impact of receiving a card, reinforcing the importance of community connection. The initiative continues to evolve, with plans for national expansion and additional intergenerational programs, ensuring that every senior in Australia can experience a more connected and joyful holiday season.
