The partnership between Dr. Max pharmacies and Niciodată Singur – Prietenii Vârstnicilor Association continues, and in 2022 it also materializes through the opening of the first socialization center of the lonely elderly in Romania. The initiative is a long-term one, and its objective is to support one of the most sensitive communities in Romania, the seniors over the age of 65 who live, most often, in solitude.

For the second year in a row, Dr. Max continues its promise to listen to people, especially those who need it most, continuing to support Niciodată Singur Association through a donation of 100,000 euros. This donation is the result of an extensive communication campaign through which the company donated one leu for each Dr. Max's own branded product purchased, between May 20 and June 20, 2022. Through this approach, together with his patients, Dr. Max offers old age without loneliness to the seniors who are part of the program of the Niciodată Singur – Prietenii Vârstnicilor Association and by opening the first socialization center of single seniors in Romania. With the help of this donation, the socialization center dedicated to seniors opened in Bucharest, on Mântuleasa Entrance number 4, will be able to support various activities built based on their needs. Each day of the week has a theme focused on health, useful actions, psychology, art, as well as a recreational area.

Thus, the seniors who will visit the center will be able to enjoy inter-generational activities, sports sessions adapted to their age, knitting workshops, foreign language courses, to promote the culture of volunteering in the life of the elderly. In addition, to provide them with psychological support, the center will organize support groups on various topics associated with loneliness, all supported with the help of specialists in the field.

The opening of the first socialization center of seniors in Romania comes in addition to the program already supported last year by the partnership. The results of 2021 showed that Romanians are open to supporting this cause, the campaign doubling the number of seniors who entered the Association's programs. In addition, three new local teams of the Association were formed in the country – in Iasi, Cluj-Napoca, and Brasov, in this way, helping even more elderly people who feel the loneliness every day.

The goals for this year are even braver: opening the first socialization center for lonely seniors to give them a place where they will be able to tell their life stories and participate in activities that improve their life every day.

As a main partner, Dr. Max Pharmacies also continue to support the activities of Niciodată Singur – Prietenii Vârstnicilor Association program, through which the beneficiaries enjoy good company and socialization during festive dinners, for the celebration of Elder's day, Christmas, or Easter.

"The impact of social relationships on health is as important as other risk factors, especially when we are talking about our seniors. Improving their lives is the main objective of the campaign "Together with people". By opening the socialization center of the seniors, we try to offer them as many chances as possible to enjoy the presence of other people who encourage them to tell their stories"– Camelia Naciadi, Chief Commercial Officer A&D Pharma – Dr. Max Group.

Social interaction plays a vital role for the physical and emotional health of seniors, and in Romania, most of the time, old age is about many closed doors and isolation.

"1 in 4 people over 65 years old feel acute loneliness, and 3 out of 10 elderly people have no one to socialize with. That is why it is very important to create for them an environment that invites them to as much interaction as possible. Seniors become more communicative when they feel part of a community. Socializing and spending free time to meet the affective needs, social recognition, the manifestation of life experiences, can do wonders in the case of the elderly." – Cătălin Dinu, Executive Director Niciodată Singur – Prietenii Vârstnicilor Association.

The partnership with the Niciodată Singur – Prietenii Vârstnicilor Association remains a long-term civic initiative to support this cause and the programs carried out, and is supported by an extensive communication campaign, with integrated components of social media, TV, and media campaigns.