MILAN (ITALPRESS) – Make an elderly person happy, at Christmas “The thought is not enough.” Back again this year for the seventh edition is ‘Santa’s Grandchildren,’ the project of Un Sorriso in Più Onlus supported by Bosch that brings the magic of Christmas to thousands of elderly guests in nursing homes throughout Italy. The goal is to unite generations by giving moments of care, wish, hope, expectation, surprise and joy. Born in 2018, the project touched last Christmas 450 nursing homes that joined the initiative giving unforgettable moments to 8,748 elderly, whose wishes were granted thanks to the generosity of grandchildren scattered across the country. This year’s goal, organizers assure, is to surpass the numbers of the 2023 edition by creating unique and unexpected bonds with our grandparents in the RSAs. In six editions, 33,989 wishes were granted in 652 residences for the elderly in 18 Italian regions.
Some would like a stuffed animal, some a bouquet of flowers, some a soccer team jersey, some a visit to the mountains or a lunch with friends. “Over the years,” explains Emanuela Clerici, educator, “I have noticed that the elderly have difficulty expressing a wish of their own. If you talk to them you have to understand what they have inside and find a wish, everyone has one regardless of age. The delivery of the gift is then always an emotional moment, it is something that goes beyond the gift. The main aspect is the donor-elder encounter, when two strangers meet and tell each other about themselves amid amazement and gratitude.” This year’s edition will start on Nov. 15, when new wishes will be online (at www.nipotidibabbonatale.it) and everyone can decide which ones to make. In this way, on the one hand, “grandparents” and “grandmothers” will have the opportunity to feel important and less alone, and on the other hand, every “grandchild” will be able to live and experience the joy of gift-giving, rediscovering the true meaning of Christmas.
For Bosch, the concept of social responsibility evolves over time and today more than ever is intertwined with the concept of diversity and inclusion. Indeed, the company, which is headed by a charitable foundation, has always aimed to improve the lives of present and future generations by promoting an equitable and inclusive society and also acting responsibly and sustainably through the initiatives it chooses to support. “We are a company that develops technologies,” recalls Giuditta Piedilato, Director of Communications and Public Relations at Bosch Italy, “and that is why we are used to talking about the future. There can be no future, however, if we do not take care of our roots. With this initiative we want to be close to those who have known a different technology, to those who have witnessed the technological revolutions of the last fifty years and dream of experiencing the future at least for a day. With this in mind, we will fulfill different wishes, but all linked by the desire to give a smile, a moment of happiness or a simple gesture to those who live on memories.”
According to Eurostat data, Italy is the country with the highest old-age index in Europe. In the world, however, our peninsula is second only to Japan. At the same time, although older people are still a resource for society, many of them experience a deep sense of loneliness that negatively affects their daily lives. Rediscovering contact with the older generation, stopping to listen, donating time and attention: Bosch will collect the stories of some RSA guests and fulfill their special wishes by letting them experience future technologies for a day and telling their emotions through videos. The “The Thought is Not Enough” initiative will also involve the more than 5,000 male and female associates at Bosch’s locations in Italy, who will help add value to the activity by becoming “Santa’s Grandchildren.” The company’s locations and production plants will take part in the initiative by promoting and incentivizing in-house employee participation in the non-profit Un Sorriso in Più project.
photo: Bosch Italy press office
(ITALPRESS).
