ESKATON WHETS ITS APPETITE FOR ADVOCACY.

ESKATON WHETS ITS APPETITE FOR ADVOCACY. Eskaton has been dipping its toes into the public policy arena over the past year. One effort produced quite a splash. Another created a ripple effect. And a third was just for show.

ADHC RALLY -- February 1, 2011: Adult day healthcare lives to fight another day. Or, more accurately, fights to live another day. Dozens of older and disabled adults, many in wheelchairs, and all participants of Eskaton’s Adult Day Health Center rallied at the California State Capitol on February 1, 2011. The very demonstrative appeal to legislators and the Governor to save the state’s adult day healthcare generated dozens of news stories and supported the successful grassroots advocacy to preserve the program. Senate Pro Tempore Darrell Steinberg joined with participants that day. While Assembly Member Mariko Yamada, chair of the influential Assembly Committee on Aging and Long-term Care, issued a statement in November on the program’s protected status: “We must continue to fight for this program and all programs that help our most vulnerable elders and disabled adults live in the community with dignity while also saving the state money.”

THRILL OF A LIFETIME -- January 2012
Upon returning from his triumphant reunion in Japan with his brother from whom he was separated as a result of WWII more than 60 years ago, Eskaton resident Minoru Ohye was the guest of honor at a State Capitol reception hosted byAssembly Member Mariko Yamada. The 86-year-old Ohye participated in Eskaton’sThrill of a Lifetime initiative, which thanks to the support of Yamada and the generosity of private donors, arranged for Mino and his brother Hiroshi to enjoy a thrilling, week-long reunion in Japan. “I am ‘thrilled’ beyond words,”said Yamada, who worked closely with Eskaton staff leading up to and during the extraordinary trans-Pacific reunion.

“ONE NATION, UNDER AGE” -- October 2010 – July 2011
Eskaton’s “Generation Nation: One Nation, Under Age” photography exhibition shares the poignancy and positive benefits of positive interaction between youth and older adults. The 12 photos featured individuals from Eskaton’s Kids Connection project and Generations United’s international photography contest. The exhibition premiered October 2010 on the historic Governor’s Marble Wall at the California State Capitol where tens of thousands of visitors as well as the governor, legislators and staff viewed and read the story behind the powerful imagery. After touring throughout Northern California, the exhibition traveled to Washington, D.C. in July 2011 for a special viewing at GU’s annual conference.

Formal legislative advocacy, lobbying, surely has a role in attempting to influence a positive aging experience, though favorable outcomes require enormous commitments oftime and resources. On the other hand, while Eskaton’s recent public relations strategies may not stem concerns about the encroaching “Silver Tsunami,” the exposure and goodwill certainly do influence public opinion. And that attracts everyone’s attention, even elected officials.

STRATEGIC THINKING STARTS WITH ASKING “WHY?”

STRATEGIC THINKING STARTS WITH ASKING “WHY?” Why can be the most difficult and frustrating of questions. Every parent whose been challenged by their child’s curiosity -- Why is the sky blue? Where do babies comes from? Why do I have to go to bed? – knows that the bigger the question the tougher the answer.

Unfortunately, parents’ inadequate answers and lack of patience do little to feed our children’s insatiable curiosity. Instead their sponge-like minds too often absorb lazy responses like “That’s God’s favorite color” or “storks” or “Because I said so.” Until finally, invariably, unfortunately, most children outgrow their boundless curiosity.

But then, later in life when we need to ask big questions and think strategically, adult-size curiosity can be difficult to muster. And even when someone is brave enough to interrupt a rambling presentation with “Why?” the response is usually a blank stare, or more rambling.

Consider, for example, big concerns related to aging such as healthcare, affordable housing, home support services. Progress based on the narrow thinking and messaging of special-interest groups is getting us nowhere.

Abstract numbers and unfathomable worst-case scenarios do not resonate with the average person, who is every cause’s number one target audience.

Instead, we need relatable messages -- that explain why and how these concerns are personal, and that take advantage of the biological fact that aging impacts everyone, of all ages.

When a child asks “Why do we grow old,” we should be able to answer “Because it’s good for you.”

AROUND THE WORLD IN OHYE DAYS.

AROUND THE WORLD IN OHYE DAYS. [Installment #4] Back in time to make his Tuesday morning golf date, Minoru Ohye returned safely this past weekend from his whirlwind reunion with his brother in Japan from whom he was separated six decades ago. The week-long Thrill of a Lifetime experience sponsored by Eskaton coincided with Ohye’s 86th birthday which he was fortunate to celebrate with his brother Hiroshi.

His Tuesday also included an afternoon reception held in his honor at the State Capitol with Assemblymember Mariko Yamada. Yamada, who chairs the California State Assembly Committee on Aging and Long-term Care, helped organize a fundraiser to support the Thrill and about its success exclaimed, “I am ‘thrilled’ beyond words.” Consul General of Japan Hiroshi Inomata, who helped with the Thrill’s logistics, made a special trip from San Francisco to greet Ohye as well.

[pictured from left: Eskaton’s Suzanne Strassburg, Assemblymember Mariko Yamada, Eskaton’s Debbie Reynolds, guest of honor Mino Ohye, Consul Tomotaka Kuwahara, Consul General Hiroshi Inomata, Consul Takemichi Nagaoka]

Also receiving special recognition at the Capitol event were Suzanne Strassburg, director of Eskaton’s Thrill initiative and this elaborate production; and Debbie Reynolds, administrator of Eskaton Wilson Manor in West Sacramento where Ohye lives. Reynolds initiated the reunion Thrill after learning from Ohye of his extraordinary military record and how his experience as a P.O.W. separated him from his brother.

LOW PRICE AND DEADLINES CAN BE BITTERSWEET.

LOW PRICE AND DEADLINES CAN BE BITTERSWEET. “The bitterness of poor quality remains long after the sweetness of low price is forgotten.” It’s an anonymous admonition, but it speaks volumes. And if you append the additional criteria “or meeting an arbitrary deadline,” its message is even louder and more clear.

Quality is memorable. It is held in high esteem. Low price and deadlines are fleeting. As is the benefit of their immediate gratification.

The only thing to trump quality? Value: the singular distinction shared by the most successful services and products.

BROTHERS’ THRILLING REUNION CONNECTS THE WORLD.

BROTHERS’ THRILLING REUNION CONNECTS THE WORLD. [Installment #3] Thanks to Associated Press writer Yuri Kageyama and photographer Shizuo Kambayashi, the team who chronicled Eskaton’s Thrill of a Lifetime reunion of brothers Mino Ohye, 86, and Hiroshi, 84, billions of people across the globe were able to experience their extraordinary story vicariously.

So far, more than 250 newspapers and radio and television stations reported on “Brothers reunited in Japan after six decades apart.” From Japan to the United States, from Australia to India to Kuwait, the feel-good story captured the attention of editors and readers and viewers. And donors, too, who have asked how to contribute to the Thrill program.

“How are you going to top this?” The refrain is music to the ears of Eskaton’s Public Relations Department staff. Though this Thrill of a Lifetime may be a once in a lifetime experience, the benefits continue to multiply. Among them, the resounding validation of the adage “Success has a thousand fathers while failure is an orphan.” The Thrill initiative’s profile around the world is higher than ever, and now so too is support within the organization. In fact, the depth of involvement in coordinating this successful venture has produced many proud, bumper-sticker sporting parents.

Yet, it is another entertaining takeaway from the experience that’s taught us something more endearing: There are two types of people in the world, those who love Mino Ohye … and those who have not yet met him.

Ohye returns home to Eskaton Wilson Manor in West Sacramento on Saturday, January 28. Watch for a fourth and final installment.

SPATIAL AWARENESS AND “PROPRIOCEPTION.”

SPATIAL AWARENESS AND “PROPRIOCEPTION.” Not unlike “Munchausen syndrome” or “echolalia,” “proprioception” is one of those cool medical terms that when removed from its clinical context, offers up opportunity for humorous misappropriation.

Officially, proprioception refers to an individual’s position-movement sensation or “sense of locomotion,” as originally described. In other words, it is one’s own sense of perception of the relative position of parts of the body. (For example, law enforcement employs this in the field sobriety test that requires a subject to touch his or her nose with eyes closed.) Walking and chewing gum at the same time is another oft-cited test.

Consider proprioception as the evolving affliction of “spatial retardation.” It manifests itself most noticeably with cellphone misuse, but also in a broader sense through individuals’ lack of awareness of their surroundings; rudeness; and actions that show general disregard for others’ space and time.

Aging, maturity and social moirés influence our understanding of proprioception. Next time you witness an older adult wandering seemingly without direction or waiting for a chair to stop moving in order to sit down, think of those much younger and healthier social misfits who give new meaning to faulty proprioception.

For example, there’s the individual who walks into a mall fountain while texting; or who stops in the middle of the road to chat with friends; who’s blather sucks the air out of the room; who doesn’t offer their seat to an older person getting on a bus; who stands in the front row of a concert; who sneezes into their hand and then extends it to shake; who lets one rip in a crowded elevator; and worst of all, who races past stand-still traffic to the end of the merge lane and expects others to allow him or her to cut ahead.

In a civilized world, we would be more patient with people, especially older adults, challenged with their own proprioception. And perpetrators of anti-social proprioception or spatial retardation would be ostracized or cited.

EXHILARATION AND RELIEF AS BROTHERS REUNITE.

EXHILARATION AND RELIEF AS BROTHERS REUNITE. [Installment #2] The most extraordinary aspect of Eskaton’s Thrill of a Lifetime program is that it provides rewards well beyond the Thrill recipient. Everyone that the Thrills touch share in the anticipation, excitement and inspiration.

All for this moment: The photo of Mino Ohye, the Eskaton Wilson Manor resident who reunited today -- on his 86th birthday! -- with his brother Hiroshi in Japan from whom he was separated nearly 60 years ago, records the actual thrilling reconnection.

And now everyone involved in making this happen can breathe a sigh of relief, and bask in the Thrill as well.

Thrill of Lifetime director Suzanne Strassburg is the dedicated logistical magician behind the production. 

Eskaton Wilson Manor administrator Debbie Reynolds discovered Mino’s remarkable story, and helped bring it to fruition. 

California State Assemblymember Mariko Yamada hosted the fundraiser Eskaton sponsored at the West Sacramento VFW to raise funds for the trip; and linked Eskaton with the Japanese Consul General in San Francisco, whose connections with Japan Airlines and others provided additional support and reassurances. 

Eskaton Foundation upped the experience a notch as well; donor Jose Kirchner contributed Mino’s executive-class flight. 

And Brian Berry, a California State University, Sacramento doctoral student currently living in Japan, is serving as Mino’s travel companion and interpreter. (Eskaton was connected with Berry by CSUS associate professor Kazue Masuyama, Ph.D.) One of his regular updates follows:

BIG DAY TODAY … THE REUNION WAS A HUGE SUCCESS.

Hiroshi brought his son and his son's wife along, and had brought a very large cake. One of the largest I had seen in Japan. They had it special ordered. There was an exchange of gifts, including one for Debbie. Hiroshi also said very clearly to give a huge thank you to Mariko Yamada. They were very grateful for everything, and I promised them I'd let you all know that as soon as possible.

There were plenty of hugs. The Associated Press came along and Hiroshi agreed to be filmed even during the reunion moment and even interviewed during the whole time. I'm very glad I had the crew I did, as they were extremely cooperative and considerate. They recorded the exact moment when they finally met after almost 60 years as well. I made sure to use a portion of [Eskaton’s money] to pay for a nice special dinner for Hiroshi, Minoru-san, and Hiroshi's son and the son's wife. They insist on paying for the next lunch though.

They were very relaxed and very happy by the end of the night, and it went great.

Total success!

Brian Berry

* Google "Eskaton" to enjoy the international news coverage.

MINO OHYE DEPARTS ON ESKATON’S GRANDEST THRILL YET.

MINO OHYE DEPARTS ON ESKATON’S GRANDEST THRILL YET. [Installment #1] Today Minoru Ohye, 85, a resident of Eskaton Wilson Manor in West Sacramento, embarks on his extraordinary Thrill of a Lifetime to reunite with his brother in Japan, from whom he was separated in the midst of WWII more than 60 years ago. Updates on this film-worthy story will be relayed regularly during his week-long trip.

WIN PUBLIC APPROVAL: PLAY BILLIARDS RATHER THAN POOL.

WIN PUBLIC APPROVAL: PLAY BILLIARDS RATHER THAN POOL. The most effective public relations endeavors are those validated by respected, impartial authorities. This represents to targeted audiences that your goals are important and clearly in the public interest.

“Independent validation,” as described by Edward L.Bernays, founder of the public relations profession, “is analogous to playing the game of billiards rather of pool. If you assert yourself directly on elements of society, as one ball hitting another, you will be labeled a propagandist by those whose attitudes and actions you are attempting to modify.

“However, if you have independent sources deliver your message indirectly, as a billiard shot uses a cushion before hitting its target, you are more likely to gain acceptance.”

IT TAKES A VILLAGE … WITH AGING SERVICES.

IT TAKES A VILLAGE … WITH AGING SERVICES. Beacon Hill Village and other so-called Naturally Occurring Retirement Communities (or NORCs) continue to generate curiosity, support and positive media coverage. The practice of older adults banding together as “villages” to assist one another is certainly commendable. Aging Services of California most recently featured the cover story “Villages: A New Take on an Old Idea” in its January 2012 edition of the monthly agenda journal.

So … how do villages or NORCs relate to those independent and assisted living communities and skilled care centers provided by aging services organizations? It is a legitimate question, though one that is variously side-stepped by village elders as well as aging services providers. The agenda article by Susan Poor, an advisor to the newly formed Village-to-Village Network, effuses that “…we are only at the tip of the iceberg in witnessing the creativity and innovation that can emerge from the Village movement.” True, perhaps, but, again, this prolific movement begs the questions, How do and will they affect professional aging services providers?

Most Villages outright state or infer an objective is to keep members out of institutions. Some more proudly than others: Beacon Hill Villages’ website features a CBS News story (1-14-07) that interviews member Dorothy Weinstein, 98, identified as the Villages’ “poster child.”

The reporter asks Weinstein: “Have you ever thought about going to a retirement community?” To which she responds: “No, no, no. I just couldn’t place me in one of those places. What would I do all day? Here at least I’m somebody. There I would be a nobody.” Not exactly a glowing endorsement, nor an invitation to work together to, say, help those villagers who become too ill or frail to live at home.

Eskaton’s new Live Well at Home program attempts to provide supportive services that balance individuals’ desire to age-in-place with the occasional or eventual need for professional aging services. “Your home. Our experience.” the literature reassures. The evolution of care for older adults may include brick-and-mortar communities and care centers, programs such as Live Well at Home, natural Villages or some new hybrid. Since no one knows for sure, it only makes sense that more options, better collaboration and mutual respect will benefit everyone.

ESKATON DEFINES “LONGEVOUS.”

ESKATON DEFINES “LONGEVOUS.” Eskaton, the “Official Sponsor of Longevity,” begins an especially longevous new year with 39 centenarians and another six 99-year-olds. Collectively, this is a significant accomplishment -- in fact, the ratio of age 100+ individuals in Eskaton’s population is 50 times greater than in the general population -- but more importantly each centenarian represents an extraordinary individual accomplishment.

Last year we boasted Eskaton was a “Blue Zone.” Though done so with tongue-in-cheek, the claim drew some constructive criticism.

Jay Olshansky, author of The Quest for Immortality and professor at the University of Illinois at Chicago, was right to clarify. Eskaton illustrates the “power of migration,” he noted in response to the earlier “Blue Zone” boast/post. “The concept of Blue Zones applies only to largely closed populations where the prevalence of exceptionally old people is influenced by something other than people moving from place to place,” he explained.

Olshansky added that referring to Eskaton as a Blue Zone “is equivalent to suggesting that we should all move into homes of senior care because the average age of residents is higher than the rest of the population.”

Granted Eskaton is not technically a “Blue Zone,” though its population certainly defines longevous or “long lived.” So maybe we can claim to be a “Migratory Blue Zone,” populated by individuals who made the move to live longer … at home with Eskaton.

GILT-EDGED BY ASSOCIATION.

GILT-EDGED BY ASSOCIATION. One of the most effective ways to enhance an organization’s reputation is to establish connections with highly regarded institutions, causes, values, even words.

Eskaton’s public relations’ endeavors include the constant pursuit of golden or gilt-edged associations – those that resonate favorably with the general public as well as with the organization’s mission and targeted audiences. For example:

§   The Eskaton Kids Connection partners schoolchildren with residents in our communities. This association with local public schools demonstrates that Eskaton values education and social engagement throughout the aging process.

§   To share our appreciation for veterans, Eskaton produced West Sacramento’s first-ever Veterans Day Parade, which established a high-profile association between the small town’s military heroes and Eskaton.

§   Eskaton’s Thrill of a Lifetime initiative “makes dreams come true” for our older adult residents; and vicariously associates Eskaton with hope, enthusiasm and purposeful longevity.

§   Longevity Rules, the 2010 book edited and published by Eskaton, features essays by 34 nationally renowned experts on longevity. The project advanced Eskaton’s national stature as a credible, impartial resource for policy shapers, academicians, healthcare professionals … and consumers.

The influence cultivated through the associative process continues to be one of the most dependable tools in the public relations professional’s toolbox.

ALZHEIMER’S THERAPY NOT FOR "DUMMIES."

ALZHEIMER’S THERAPY NOT FOR DUMMIES. Pet therapy. Yes. Music therapy. Sounds good. Humor therapy. Good for a laugh and healthy. But ventriloquism therapy? Hmmm? AARP Bulletin reports that several care providers are using ventriloquism to connect with and engage Alzheimer’s patients.

“Some respond by touching or kissing the characters while delighting in the ‘second childhood,’” says one of the ventriloquists on behalf of her dummy friends.

Time for a reality check: Yes, it is advised to meet Alzheimer’s patients in their own reality, whether it be talking to dolls or believing one to be their own child. That said, therapy should not be patronizing, nor should it simply encourage living in the past. Can Ed Sullivan reruns with Topo Gigio be far behind!?

Alzheimer’s patients are adults who deserve to be treated with dignity, with adult children who yearn to experience what time they have left with their parent … in the present, as often as possible.

Alzheimer’s patients do benefit from many creative therapies. Of the most empathic, the response should be for individuals and families to appreciate each new day, to anticipate the future, and to respect their wonderful memories; and not simply relive their past. This is the challenge and reward each day with Eskaton's "Dawn of a New Day" Memory Care Centers

ESKATON EMBRACES "GENERATIVITY."

ESKATON EMBRACES GENERATIVITY. Eskaton embraces the philosophy of generativity -- one generation helping the next -- by practicing comprehensive resource conservation. Energy and water use efficiencies, solar power, recycling, ridesharing and biodegradable cleaning products are commonplace. Eskaton’s promotion of “green living” extends to our Livable Design by Eskaton guidelines for builders as well.

Another, growing commitment to sustainable development is the proliferation of urban gardens in Eskaton communities. Residents in independent living, assisted living, skilled nursing, affordable apartments, even memory care enthusiastically tend to the seasonal vegetables. The bounties are then shared amongst residents, staff and neighbors.

Learn more about the Eskaton Ecology Initiaitive.

CAREFUL NOT TO BE A “SLAVE” TO RESEARCH.

CAREFUL NOT TO BE A “SLAVE” TO RESEARCH. As useful as attitudinal surveys can be, there is a risk to becoming a “slave” to public opinion research. Results from tracking politics, marketing or issues, oblige interested parties to make judgment calls, especially when the findings contradict a planned course of action. The choices then are to: 1) change direction to follow the results, or 2) stay the course and commit to adjusting public opinion to follow what is believed to be a better path.

More often than not, and usually with some angst, courses are changed. This option, though, is more suspect and complicated when survey responses are based on speculation about the future.

A perfect example, related to “aging,” is the proliferation of surveys indicating most all Baby Boomers want to age in their own homes, not in “retirement” or skilled nursing communities. At Eskaton our anecdotal research among residents contradicts this attitude and has prompted us to plan to quantify these findings by surveying our full population of 3,000.

Of our sampling of residents, whose average age is 83, none planned to live in our communities when they were healthy 65-year-olds (which is significant because most Baby Boomer surveys measure opinions of people 65 and younger). Conversely, now that they’ve experienced “community living,” the most common response is “I wish I would have done this sooner.”

To further marginalize the value of many attitudinal surveys, ask who can say with certainty what they will want or need 20 years into their future. In fact, many of us think differently today than yesterday. It is human nature to reprocess as we gain more information and adjust to new circumstances.

Eskaton accepts that most people will always prefer to age in their own homes; and we now provide an array of home support services and even offer “livable design” counsel to homebuilders. But, at the same time, we continue to prepare our communities for the 5-10 percent (of the 78 million individuals) in the next generation of older adults who, as history repeats, will eventually want or need the health and social benefits of our community living options.

As Mark Twain infamously quipped, “There are lies, damned lies and statistics.” Not that we’re calling anyone liars, but we’re not acknowledging anyone’s fortunetelling credentials either. We’re just keeping our head in the game so  as you round the bases and head home, we’ll be ready.

WHAT IT TAKES TO BE A "REAL" IDEALIST

WHAT IT TAKES TO BE A REAL IDEALIST.  U.S. copyright law protects original works of authorship. This excludes, as the government website (randomly) makes note: band names and Elvis sightings, as well as methods of doing something … and ideas. In the case of the latter, the idea, the intent of this qualification was dramatically clarified by the Mark Zuckerberg character in “Social Network,” who scornfully replied to the Winklevoss brothers’ claim that Facebook was their idea: “If you guys were the inventors of Facebook, you’d have invented Facebook.”

The pretext is that ideas are a dime-a-dozen. But that it takes ingenuity, perseverance and hard work to bring words to life, which is why so many enthusiastically proposed “great ideas” never leave the launch pad. As management expert Peter Drucker famously warned, “Every great idea eventually deteriorates into work.”

Conference presenters at several recent aging services gatherings spoke of age-friendly cities of the future; life-changing new assistive technologies; breath-taking robotics; and other responses to positively influence the longevity revolution. For sure, to transform anything, let alone something as significant as our aging experience, requires such vision. But it also requires commitment. The true visionaries throughout history – Gutenberg, Edison, Jobs, Zuckerberg, etc. – were also realists and painstakingly turned their visions and ideas into action.

To succeed as a creative thinker, one cannot be discouraged by the immense challenge of birthing ideas … or distracted by the false praise heaped upon idea posers. After it’s all said and done, “You are what you do, not what you say.”

HUMOR THERAPY IS A (GOOD) JOKE.

HUMOR THERAPY IS A (GOOD) JOKE. George Burns famously deadpanned, “When I was a boy, the Dead Sea was only sick.”  And Henny Youngman joked, “I’m so old that when I order a three-minute egg, they make me pay up front.” Self-deprecation is funny … and healthy, too.

The most recent validation of laughter being the best medicine comes from the University of South Wales in Australia. In 36 Australian residential care communities, therapists with comedy and improvisation training shared 12 weeks of playful interactions with residents. The results were a 20 percent reduction in agitated behavior among residents with dementia. The humor therapy helped reduce “physical and verbal aggression, wandering, screaming, and repetitive behaviors and questions,” according to the research team. And, researchers note, the happiness and positive behavior remained lower through the 26-week follow up.

So smile when someone tells you, “You’re so old your blood type was discontinued.” You may just get the last laugh.

ESKATON REIGNS ON VETERANS PARADE.

ESKATON REIGNS ON VETERANS PARADE. Emotions registered off-the-scale at West Sacramento’s Veterans Day Parade, the first in recent history. Several thousand residents lined the small town’s streets and attended the official ceremony afterward to honor local heroes. Veterans from all eras of combat and all branches of the military participated. But it was perhaps most poignant for the Vietnam veterans, who experienced their first such recognition. “‘My Parade’ was a very soothing moment in my life,” one Vietnam vet explained.

Eskaton presented the parade as a public service, part of its Veterans Appreciation Initiative, to honor all war veterans, including the hundreds who reside in its communities throughout Northern California and particularly the several dozen at Eskaton Wilson Manor in West Sacramento.

Though Eskaton’s role as Parade sponsor was intentionally low-profile, the organization’s commitment of time and resources was more than compensated by recognition from attending government officials, voluminous coverage by local news media, and most importantly by the appreciation of proud veterans and their grateful families and neighbors.  Watch news report.

ESKATON APPRECIATES VETERANS.

ESKATON APPRECIATES VETERANS. This Friday, November 11, Eskaton goes the extra mile, literally, to show appreciation to our country’s veterans, including the more than 300 who live in Eskaton communities throughout Northern California. Dozens of military veterans, marching bands, scout troops, cheer squads, antique autos and vintage military vehicles will travel through West Sacramento as a salute to veterans in the city’s first official Veterans Day Parade.

More than a participant, Eskaton is presenting the entire event -- from start to finish; the permitting, production, promotion and the actual Parade and ceremonies afterwards. The brainchild of Debbie Reynolds, whose father served the country in Vietnam, began as a way to pay tribute to several dozen war veterans residing at Eskaton Wilson Manor, the West Sacramento affordable apartments with a special “veterans preference,” which she administers.

Interest and enthusiasm has exceeded expectations, and the Parade boasts more than 600 participants, including a crew responsible for a 60-foot-long 1966 Huey gunship helicopter. Several thousand people are anticipated to join this very deserving “salute to veterans” this Friday. And while Eskaton’s role in the Parade may be behind-the-scenes, it is an honor to be front-and-center in demonstrating our appreciation to veterans. Get Parade details at http://www.eskaton.org/.

ESKATON "EXPOSES" THE TRUTH.

ESKATON EXPOSES THE TRUTH. Eskaton’s policy to always feature actual residents in promotional materials reflects our commitment to “truth-in-advertising” as well as our sense of pride in the people we serve. You probably won’t recognize our TV and print “stars” unless you happen upon them during a visit to one of our communities – where they have achieved minor celebrity status.

Granted, Eskaton residents may not all look as silver-haired, tanned, fit, perpetually cheery and conveniently diverse as the models in the stock photos that appear and reappear in many “active aging” promotions. That said, we’re fairly certain our prospective consumers do know that, unlike Santa Claus, these attractive folks cannot truthfully be everywhere at once.

So we’ll just continue to opt for sharing reality over imaginary in our places, programs, promotions and people. You may see a flaw every now and then, but then we can’t all be “perfect.”

ESKATON LAUNCHES ONLINE SOCIAL NETWORK.

ESKATON LAUNCHES ONLINE SOCIAL NETWORK. Nearly 100 Eskaton residents are wired into the organization’s new social networking site. The complimentary “eLiving” online platform allows these early adopters to connect with one another and with family members, as well as post profiles and photos, keep track of medications, and access the community’s dining and activity calendars.

The resident portal both responds to the social interests of Eskaton’s increasingly computer-savvy population and anticipates the inherent efficiencies that digital communication brings to older adult communities. The eLiving network is slated this coming year to connect all 2,700 residents of Eskaton’s 30 communities. Click to learn more: http://www.eskaton.org/eLiving.html.

A “PUPPET MASTER” GETS EXPOSED.

A “PUPPET MASTER” GETS EXPOSED. Something like 10,000 aging services professionals from across the globe are gathering in Washington, D.C. this week at LeadingAge’s annual conference. For about five minutes Monday morning, October 17, I, Stuart Greenbaum, will be the center of attention. The recipient of the international organization’s annual Public Trust Award.

This exposure, though much appreciated, is a bit conflicting. The very nature of public relations is to influence from behind the scenes -- in an egotistical sense, like the Wizard of Oz or a puppet master, anonymously pulling strings to create a new reality. The objective being to (subliminally) offer an attitude-adjusting, behavior changing experience. Drawing attention to the presenter is counterintuitive.

That said, it is personally rewarding and great for the public relations profession to be recognized for such contributions.

No doubt the pervasive misapprehensions about the aging process and specifically support services for older adults create an ongoing challenge for all public relations, advertising and marketing professionals. In fact providers probably apply as much time and resources to public education as to promoting competitive advantages.

To help advance public confidence LeadingAge directs a number of high-profile campaigns and recognizes the efforts of its members by sponsoring the annual Public Trust Award. On behalf of all public relations professions, it is enough just to be recognized. Now, pull the curtain closed. Thank you.

OH YEAH FOR OHYE!

OH YEAH FOR OHYE! Minoru Ohye is one of those rare individuals who you either like or you haven’t yet had the pleasure to meet. His network of good friends includes dozens of fellow residents of Eskaton Wilson Manor, a West Sacramento affordable apartment community, and a hundred or so fellow veterans at the local VFW where he volunteers regularly.

The 85-year-old Ohye is also a former WWII POW, the result of which separated him from his only brother more than 60 years ago.

Call it Karma, but that historic injustice is about to be rectified.

Eskaton’s Thrill of a Lifetime Initiative “found” his brother in Japan and then reunited the siblings by mail. Now with the support of more than a hundred generous donors, including California State Assembly Member Mariko Yamada, funds have been raised to send Ohye to Japan to reunite in person with his long-lost brother.

The intercontinental reunion is scheduled for later this year.

NEW ESKATON “BUDDIES” CONNECT.

NEW ESKATON “BUDDIES” CONNECT. Along with the new school year this September comes the much-anticipated launch of another Eskaton Kids Connection. Sixteen classrooms of elementary and secondary schoolchildren are being introduced to their new “buddies” in a dozen different Eskaton communities. In just its third year, this signature piece of Eskaton’s Intergenerational Initiative has quintupled in size – now boasting more than 500 inter-age friendships, with plans to continue growing as fast as its youthful participants.

While the structured part of the gatherings -- reading and writing exercises, arts and crafts, singing and lunching together -- fill most of the day, the real highlights come as the buddies get to know one-another, and figuratively and literally break down pre-conceived barriers.

This year’s older adult involvement is more inclusive than ever, with residents from Eskaton’s independent living, assisted living, skilled nursing, affordable apartments, even memory care.

Random comments overheard:

While admiring Eskaton’s outside patio, one student offered “This is a very nice place, huh, I wish I could live here.” To which his friend, also a budding sales and marketing director, added, “This is the best day ever, I love it here.”

When asked by her older buddy about siblings, the younger buddy responded “Sometimes I pretend my dog is my brother.”

And most poignant of all, an Eskaton resident and former elementary school teacher, asked staff at the end of the visit “What are we going to do with the kids?” -- wanting reassurance that the children would be picked up safely.