North West London care home, Edinburgh House, has relaunched with a new brand name and visual identity created to reflect the changing needs of the elderly Jewish community.
JewishChoice Elderly Care Campus is the new name for Edinburgh House. The name is built around the concept of ‘choice not need’, an idea fully embraced by Head of Home, Paula Peake who says: “We know that very often our home is a place that elderly Jewish people, and their families, actively choose to live in, rather than because they have no other choice. We want people to remain independent for as long as possible, which means giving real choice at all times.”
Through a single coordinated campus, JewishChoice provides an integrated approach and a choice of care options. These are:
Choice House – providing the choice of either long-term residential or short-term respite care tailored to individual needs and preferences.
Choice Court – providing the choice to live independently in an on-site apartment as part of the Choice Campus community.
Choice Friendship Club – a day centre providing a choice of services, activities and trips for residents at Choice House and Choice Court, as well as for the surrounding local Jewish area.
The innovative campus approach means that people are able to access different services and facilities at multiple entry points. For example, residents may spend a short time recuperating at Choice House and then come back to use the Choice Friendship Club services once or twice a week after they return to their own homes. Or they may initially drop in to Choice Friendship Club, and then later move in to Choice House when they are ready for more long-term care. Equally, residents at Choice House and Choice Court can utilise the facilities and activities provided at Choice Friendship Club whenever they wish.
Project Coordinator, Gerry Temple says:
“We have been providing care for over 250 years and this step-change is simply the next stage in continuing to meet the needs of our aging Jewish community.
We’re here, right now, actively using a campus-model to provide exceptional levels of care and fantastic choice in a home-from home kosher environment – all at a highly competitive price.”
Details of the new name and future plans were unveiled to an invited group of current residents, their families, staff, Rabbonim and dignitaries at the campus’s annual barbecue on Sunday 17th September 2017.
In an introductory speech at the event, Chair of Board of Directors, Bernard Moccatta said:
“Through the JewishChoice campus we are addressing the fact that more and more people are living in to their 90s and 100s – we have actually just celebrated one of our residents turning 105! We constantly receive ‘Good’ CQC ratings and the care provided by our managers and staff is exemplary. Our aim now is to build upon the unrivalled history we have as an organisation and share with the wider community, what has until now been a ‘hidden gem’.”