In today’s tech-driven world, many people find comfort, support, and community online. However, some groups have been overlooked due to the misconception that they aren't active online. Hispanic seniors, for example, are actually very active on social media but still encounter various hurdles, like language barriers, tech access, privacy concerns, and the constant changes in digital platforms. To address these barriers and provide a much-needed support system, Maria Hernandez, LCSW Community Impact Chief Program Officer of United Way of Broward County, challenged the L2L Marketing (L2L) team to find a fresh and unique approach—one that could unite Hispanic seniors and provide companionship, entertainment, and information.
Led by Chief Content Officer Malule Gonzalez, the L2L team launched United for Seniors—a platform specifically designed to bring Hispanic seniors together in an inclusive, engaging space. United for Seniors offers culturally relevant content, accessible digital resources, and opportunities for genuine social connection. The platform empowers seniors by providing not only education and entertainment as well as a supportive environment where they can share experiences, find companionship, and feel truly seen and secure in the digital world.
“Community support is at the core of everything we do at United Way Broward County. We are excited about the opportunity to work with seniors, family members, caretakers and other organizations that share our commitment to improving the lives of seniors,” mentioned Hernández.
Understanding the Needs of Hispanic Seniors
The genesis of this online community stemmed from a deep understanding of the specific needs and challenges faced by Hispanic seniors. Many members of this demographic grapple with issues such as isolation, cognitive decline, and substance abuse. These challenges, coupled with language and cultural barriers, can make it difficult for Hispanic seniors to access the resources and support they need.
Mental health is a significant concern for this population. Studies show that Hispanic seniors are at a higher risk for mental health disorders due to factors such as social isolation, language barriers, and cultural stigma. Additionally, many Hispanic seniors may have limited access to affordable healthcare, exacerbating these challenges.
Leveraging Technology to Bridge the Gap
Recognizing the potential of technology to bridge these gaps, the L2L Marketing team designed an online community that provides a safe, supportive, and culturally relevant space for Hispanic seniors. This community offers a variety of resources and services, including:
Community Engagement: Seniors can connect with others to form friendships, participate in conversations, and share their stories, creating a sense of belonging and community.
Interest-Based Groups: Members can join groups that align with their hobbies and interests, from health and wellness to cultural activities, fostering both learning and enjoyment.
Virtual Events: The platform offers various webinars, workshops, and other virtual events, providing learning opportunities and entertainment designed specifically for seniors.
Valuable Resources: Users have access to essential information on topics such as health services, digital literacy, and wellness programs, helping them navigate the challenges of daily life.
Insights in the Content Development
The L2L Marketing team used research-based insights to conceptualize the online platform community. Understanding the key drivers of Hispanic seniors in Broward County was critical.
The L2L team conducted extensive research from existing sources and created in-person focus groups representing caregivers and Hispanic seniors to validate and understand the challenges faced by this demographic and design the community accordingly. Here are some of the key insights uncovered:
Social Media Usage: While Facebook is the most popular social media platform among Hispanic seniors, 52% also use Instagram and 23% use Twitter.
News Consumption: Nearly nine-in-ten Hispanic adults (87%) say they often get news from digital devices.
Mental Health Benefits: Studies have shown that older adults who have had positive experiences on social media have reported elevated moods. Additionally, an American Psychological Association study found that seniors who spend time on social media sites were more likely to participate in activities that can lead to greater health.
Broward County Demographics: Broward County is home to a population of 1.9 million people with a median age of 41 years old. Within this mix, the Hispanic community comprises 31.5% (610,000) of the total population.
Hispanic Seniors in Broward: Total Hispanic 60+ population in Broward County is 101,217. Hispanics who are 60+ years old account for 17% of the Hispanic population in Broward.
Social Integration: Studies have reported that Latino immigrants have fewer social ties and lower levels of social integration than U.S.-born Latinos. However, one study found no difference in loneliness between more and less acculturated Latinos.
A Call to Action
The online community for Hispanic seniors launched on September 27, 2024, and we encourage seniors and their caregivers to sign up and become members. This offers a unique opportunity for Hispanic seniors to connect, learn, and grow. By joining www.unitedforseniors.org, seniors can access valuable resources, support, and foster a sense of belonging.
United Way of Broward County is also inviting organizations that are dedicated to serving the senior community to partner with United for Seniors. By collaborating with like-minded organizations, the platform aims to expand its reach and offer even more resources and support to its members. Participating organizations will have the chance to connect directly with seniors, promote their events and activities, and collaborate on virtual events that make a positive impact.
In Summary
The launch of this online community represents a major step forward in addressing the needs of Hispanic seniors by United Way of Broward County. By harnessing technology and creating a culturally relevant platform, this community serves as an essential resource for those who may feel isolated, overlooked, or overwhelmed.
We warmly invite all Hispanic seniors and their families or caregivers to join this vibrant, supportive space. By tackling social isolation and promoting mental well-being, this initiative empowers Hispanic seniors to lead healthier, more fulfilling lives—fostering connections, offering companionship, and ensuring that every individual feels valued.
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