For 75 years, Amplifon has been committed to enhancing quality of life through technology and innovation, helping people rediscover the emotions of sound. In 2020, this mission expanded with the Amplifon Foundation—a nonprofit dedicated to fostering social inclusion and improving the lives of those at risk of marginalization.
With a particular focus on the elderly, Amplifon Foundation’s Ciao! Project aims to combat isolation and promote meaningful connections. Through initiatives powered by Cisco and Webex technologies, the Foundation has enabled nursing home residents in Italy to maintain relationships with loved ones, engage with local communities, and experience enriching daily activities.
Overcoming unexpected barriers to inclusion
The Amplifon Foundation is all about empowering people through social inclusion. When it was established in January 2020, its mission was clear: spreading the sound of inclusion. Just two months after the Foundation’s creation, the global health crisis presented an unprecedented challenge, naturally guiding the Foundation to focus on those most at risk: elderly individuals.
“Nursing homes were closed, which meant from that day on, the elderly were isolated,” explained Maria Cristina Ferradini, Managing Director of the Amplifon Foundation. While these measures were intended to protect residents, they also left many at risk of loneliness and disconnection, which can have unintended consequences for their health and well-being.
As stay-at-home orders kept families apart, a friend approached Ferradini with an initiative to provide tablets and mobile phones to help the elderly stay connected with loved ones. However, she quickly realized these devices alone wouldn’t meet the needs of many nursing home residents, especially those with cognitive or physical impairments.
“The point was not just hearing their voices but putting the elderly in a position to reestablish an emotional relationship with their families,” she said.
According to Senior Manager Daniele Lodola, the solution needed to go beyond simple communication. “We decided to find a technology that could allow the elderly to feel as if they were actually talking to their children and grandchildren in person,” he explained.
Faced with this challenge, the Amplifon Foundation launched the Ciao! Project, designed to bridge the gap between technology and emotional connection, ensuring that no one felt left behind.
A solution built for human connection
Recognizing that traditional devices like tablets or mobile phones wouldn’t fully meet the needs of elderly residents, the Amplifon Foundation turned to Cisco for a more tailored solution. Tablets and smartphones, with their small screens and compact size, were difficult for seniors to use, especially for those with limited dexterity. Paradoxically, these devices were packed with functions and settings that had to be remembered, making them even less user-friendly.
The small screens also made it challenging for elderly users to see their family members, limiting the sense of closeness and connection. Instead of settling for tools designed for general use, the Foundation implemented Cisco Desk Pro devices, specifically chosen for their ability to foster meaningful interactions.
These devices were compact enough to fit in nursing homes with space constraints due to pandemic rules. While initially set up in common areas, they could be easily moved to residents’ rooms. The size was perfect for allowing elderly individuals to feel closer to their loved ones, as they appeared larger on the screen, enhancing the sense of connection.
“I thought they’d be optimal for establishing not just a call, but a real connection,” Ferradini said.
Cisco Desk Pros aren’t just high-quality video conferencing tools, but all-in-one collaboration devices designed to deliver immersive, face-to-face communication experiences. With advanced audio and video capabilities, intuitive touchscreens, and seamless integration with Webex, Desk Pros make it easy to create a sense of presence and connection, even from a distance.
Ferradini’s confidence in Cisco stemmed from her prior experience with the brand. She was already familiar with the quality and reliability of Cisco devices, but it was their user-friendliness that made Webex the ideal choice for this initiative.
“It’s crucial that Webex devices are easy to use because we’re addressing people who aren’t used to technology,” explained Valerio Francia, Amplifon Foundation Manager. “They don’t have the digital skills we take for granted.”
Using Cisco Desk Pros, residents can connect with loved ones on common platforms like Google, Microsoft, or Zoom at the click of a button. The technology’s simplicity is important as it allows residents to fully immerse themselves in the interaction.
“Because it’s so simple and easy to use, they start to forget there’s a technology behind it all and they can focus solely on the human connection,” Francia said. “For them, it’s a real magic moment.”
Another key reason Amplifon chose Webex was its relationship with the Cisco Italy team. Both organizations share similar values, which reinforced Ferradini’s decision and led to a successful partnership.
“Cisco works toward human connection and pushes to make people heard, seen, and engaged, and that’s exactly what we want to do,” she added. “We want to establish a true human connection for those at the periphery of the world.”
Boosting well-being through social participation
The results of the Ciao! Project have gone far beyond enabling calls with loved ones. With the support of new Cisco devices and Webex, elderly residents in nursing homes have been able to not only see and hear their families, but actively engage in meaningful, interactive experiences.
Recognizing that isolation impacts both mental and emotional health, the Foundation introduced a variety of activities tailored specifically to the needs of nursing home residents. The initiative began with yoga as a test, quickly expanding to include concerts, theater performances, virtual trips, art therapy, and more.
For example, art classes stimulated creativity, yoga helped maintain physical awareness, and virtual travel offered a way to counter cognitive aging by immersing residents in rich, interactive experiences. These activities provided a lifeline of connection and engagement, fostering a sense of belonging and purpose.
Therefore, the Foundation chose to use other devices, such as the Cisco Room Kit, to be combined with a larger screen (75” to 85” inches). This setup was ideal for groups and larger locations.
Initially launched in 10 nursing homes in Milan, the project rapidly expanded. By March 2021, it had reached 25 homes, then 40, and today, Cisco devices are installed in over 250 facilities across Italy. The Ciao! project has also expanded internationally, bringing its benefits to Portugal, Australia and France.
To evaluate the program’s impact, the Foundation collaborated with Milan’s Bocconi University, one of Europe’s leading academic institutions. The findings were striking: nursing home residents experienced a 40% improvement in their overall well-being, and more than half of the staff members reported feeling more motivated thanks to the new technology.
“This helped us realize our technology was a tool to make sure people living in the nursing homes were open to the world, to their communities, and not only their families,” Lodola said.
By blending cutting-edge technology with a human-centered approach, the Amplifon Foundation has not only redefined how nursing home residents connect with loved ones, but also opened doors to new opportunities for growth, engagement, and enrichment.
A future built on innovation
The success of the Ciao! Project is just the beginning for the Amplifon Foundation. As it continues to break barriers to social inclusion, the organization hopes to expand to Belgium, Germany, Spain, and the United States. When it does, it’ll aim to use artificial intelligence (AI) to its advantage.
“We have a lot of plans to leverage Webex AI,” Ferradini said. “I think there’s enormous room for innovation.”
Beyond the technology itself, Amplifon Foundation values the unique partnership it has built with Cisco.
“I think Cisco has two key factors. The first is the humanity of its people, and the second is the quality of its technology,” Ferradini said. “Together, they make Cisco an extraordinary partner, and we’d like to partner with Cisco for a very long time.”
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