Real residents in COVID isolation at Bridge Senior Living’s 25 U.S. assisted living facilities help each other stay connected and safe during quarantine by becoming DJ’s of their own digital pirate radio station, Radio Recliner. They share stories and songs from the comfort of their recliners, recording their shows by phone. They give shoutouts to friends, family, and staff. They give tips for getting through the pandemic. Any retiree, and their families who are missing them, can participate by calling 855-863-0050 to tell a story and dedicate a song on air.

This sample is from DJ Karaoke Cowboy (they each pick a DJ name), and is just one of more than 100 DJs’ shows. We’ve shortened the songs to respect your time.

Please see the case study, and feel free to tune in to radiorecliner.com to hear the live stream of the station.

Submission is in English. Over 100 DJs recorded hour-long shows, sharing stories, song dedications, and inspiring advice for getting through the pandemic.

With 5,000 residents in 25 U.S. communities, Bridge Senior Living is a leader in senior care. Bridge stands out in the marketplace by constantly proving their brand purpose, "Full of Life."

When the pandemic hit, all residents were suddenly forced to isolate in their rooms, unable to see each other or even their families. We knew that isolation leads to dementia and serious decline in health among seniors, so we tapped into the brand purpose to help them stay connected and happy, while encouraging them to stay safe.

Since they grew up with dedication radio, we used it to create a new social media for seniors that helped them cope through the pandemic.

The story went way beyond Bridge Senior Living’s facilities, with participation, listeners, and call-ins from all 50 states and all over the world. It’s generated $6MM in earned media, including national TV, radio, and newspapers.

“A pirate radio station run by real Resident DJs at retirement communities across the country, so they can stay connected while they're confined to their rooms.”

Weeks after the pandemic broke, we launched Radio Recliner, the digital radio station designed to turn dedication radio into a new social media for seniors. We worked with Bridge Lifestyle Directors across the country to identify seniors to host their own radio shows. These Resident DJs share stories and songs from the comfort of their recliners, recording their shows by phone. They give shoutouts to friends, family, and staff. They give tips for getting through the pandemic. And it’s very interactive - any retiree, and their families who are missing them, can participate by calling 855-863-0050 to tell a story and dedicate a song.

By tapping into the power of music and a natural behavior from the residents’ past, Radio Recliner helped them cope.