WELLBEINGCompleted
Rifd
A purpose-driven well-being program tackling loneliness among elderly care home residents in Jeddah.
March 2026 – November 2026
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The story
The Challenge
Over 60% of care home residents in Jeddah suffer from loneliness, with depression prevalence among older adults reaching 18.9% - the highest in Saudi Arabia. Loneliness is nearly twice as common in care homes as in the wider community, leaving seniors emotionally isolated and without meaningful engagement.
Objective
Rifd is a sustainable well-being program for elderly residents in care homes, combining purpose-driven engagement (seniors teach, share, and lead) with the 'Five Ways to Wellbeing' model: connect, be active, take notice, keep learning, and give. Activities are co-designed with staff and tailored to seniors' preferences.
