The Senior Services Society of B.C. (SSSBC) has launched its first-ever marketing campaign to spotlight the startling effects of homelessness among the province’s aging population.

As a co-recipient of the British Columbia Association of Broadcasters’ (BCAB) 2025 Humanitarian Award, the “Losing Everything” campaign receives $1 million in donated airtime from select stations throughout the year.

Created with the PS&Co Brand Studio, the campaign advances SSSBC’s mandate to connect older British Columbians with supports to address housing insecurity. One in 10 B.C. seniors are either homeless at risk of becoming homeless, according to the organization’s research.

“At a time in their lives when they are increasingly vulnerable and should be most comfortable and content, for seniors the risk of homelessness is destabilizing and destructive,” SSSBC CEO Alison Silgardo said in a news release. “For our first campaign, we wanted to put a human face and relatable story to the concerning statistics around seniors’ homelessness to motivate a response by society before the issue becomes too great to confront.”

The campaign aims to reach across demographics to marshal policies and contributions to confront the issue, says PS&Co partner and creative director James Bateman.

“Our objective is to elevate awareness of the scope and scale of the problem,” Bateman tells strategy. “We believe we are at a critical inflection point: If it’s not acknowledged and addressed in the near future the issue will compound.”

PS&Co’s simple, emotive concept was developed for SSSBC with the BCAB’s Humanitarian Award in mind. The creative agency, which works out of offices in Vancouver and Toronto, has helped numerous non-profits, including the Canadian Cancer Society and the BC Schizophrenia Society, win the award in the past.

“Our client, Alison Silgardo, empowered us from the very start,” Bateman says. “She was aware of the positive change work we were doing and trusted us to provide insightful strategic and creative thinking for this campaign. The final creative is very similar to the idea shared in our very first concept presentation.”

Television and radio creative for “Losing Everything” will air in alternating months from April through next February on BCAB member stations around B.C. The campaign is bolstered by social, print and OOH advertising with donated media space acquired directly from a growing list of vendors, SSSBC says.