Silvera for Seniors

February 23, 2012 08:00 ET

Silvera for Seniors: New Name, New Era for Seniors' Housing Organization

CALGARY, ALBERTA--(Marketwire - Feb. 23, 2012) - One of Calgary's longest-standing providers of services and affordable housing for seniors, MCF Housing for Seniors, has a new name and a broader mission.

The new name, Silvera for Seniors, was unveiled earlier this week as the organization kicked off its 50th anniversary.

Since its creation as the Metropolitan Calgary Foundation in 1962 (it was renamed MCF Housing for Seniors in 1997), Silvera for Seniors has been a leading provider of affordable independent and supportive living housing for low-income seniors in Calgary. Today, Silvera for Seniors owns and/or operates 30 townhouse, apartment and cottage-style housing options throughout the city, as well as subsidized supported living lodges that provide seniors with food service, housekeeping, recreation and 24-hour non-medical monitoring.

But a recent study leading up to the anniversary revealed that, despite its valued work, "MCF Housing for Seniors" wasn't as well known in the Calgary community as it should be. A need for a strong, grassroots voice to advocate for seniors was also identified. Silvera for Seniors' 50th anniversary is a perfect opportunity to forge a new direction, one that will better serve seniors in a changing world.

The new name symbolizes the new era in which seniors now live; an era in which seniors have a solid, active voice and role to play in their community. With that in mind, Silvera for Seniors intends to become more visible and more vocal in the community, advocating for seniors particularly in the area of low-income, affordable housing. At the same time, Silvera for Seniors is looking towards future growth in its services and communities.

"Statistics show the number of Calgarians over the age of 65 will skyrocket in the coming years, and many of these seniors are vulnerable and they will need affordable housing and other services" says Silvera for Seniors CEO Arlene Adamson. "We are positioning ourselves to be their voice, and their advocate, as we enter our next 50 years.

"Our new name is just the start of a 50th anniversary campaign that aims to honour our past while looking to the future. And it's all about building community within community - that is our promise."

The new name was chosen after consulting with stakeholders, residents, supporters, and following a review by Stormy Lake Consulting, where MCF was recognized for deeply caring for seniors as individuals. Juice Creative handled the corporate identity exercise, which saw the creation of a new logo and taglines: "for seniors" and "building community."

About Silvera for Seniors (formerly MCF Housing for Seniors)

Chartered as a foundation in 1962 by the Alberta government, Silvera for Seniors (formerly MCF Housing for Seniors) provides safe, affordable housing and services for lower-income seniors through a range of independent and supportive living options in Calgary. Silvera currently provides accommodation to more than 1,600 older Calgarians. It owns and/or operates 30 townhouse, apartment and cottage-style housing options throughout the city, as well as subsidized supported living lodges that provide seniors with food service, housekeeping, recreation and 24-hour non-medical monitoring.

Silvera for Seniors' CEO Arlene Adamson speaks about the name change in this YouTube clip. Click here to listen to it: http://www.youtube.com/user/silveraforseniors?feature=mhee

Contact Information

  • Silvera for Seniors
    Silvana Saccomani
    Manager, Marketing & Communications
    403.567.5309 or Cell: 403.667.1597