JRC gets a namechange

SWAMPSCOTT ? Long known locally as the JRC, the Jewish Rehabilitation Centers for Living in Swampscott and Peabody have undergone a corporate name change to Aviv Centers for Living.According to Stephen H. Neff, president and chief executive officer of the Jewish Rehabilitation Centers for Living, including the Jewish Rehabilitation Center and the Shapiro-Rudolph Adult Day Center (SRADC) in Swampscott; Woodbridge Assisted Living in Peabody; and JRCL HomeCare, are components of the organization now known as Aviv Centers for Living.”Our name is new, but the care we provide seniors on the North Shore remains the very best. We have been known by many names,” said Neff. “Now our mission, values, quality, passion and people, will be united under one brand – Aviv. Aviv makes it easier for patients, residents and families to see the full range of services we offer.”The Jewish Convalescent Home began in 1945 as a not-for-profit home for aged members of the Jewish community. To meet growing and changing needs, the Jewish Rehabilitation Center for the Aged of the North Shore (JRC) opened its doors in Swampscott in 1972, said spokeswoman Suzanne Perry.In 1982, the Shapiro-Rudolph Adult Day Center was dedicated and welcomed 18 participants. In 1997, Woodbridge Assisted Living opened its doors with 82 apartments on 19 wooded acres in Peabody. The Legacy at Woodbridge opened in 2006, offering apartments for individuals with memory loss. Tthe following year, the Jewish Rehabilitation Centers for Living (JRCL) was formed as a not-for-profit, with a community-based Board of Directors.The JRCL Board included all of the directors from the JRC and Woodbridge. The JRCL has been dedicated to the management and growth of the JRC, Woodbridge, SRADC, and other senior services that belong in the JRCL continuum of care, said Perry, adding that restorative rehabilitation services for all ages are now a major component.Home care was added last year to offer seniors additional personal or skilled care services in their homes.Aviv Centers for Living now serves over 400 seniors daily with its full continuum of eldercare services, Perry said.In choosing a name for the continuum of eldercare services provided by Aviv Centers for Living, the board considered the importance of reflecting the organization’s Jewish history and heritage. Perry explained that Aviv is the Hebrew word for Spring, and rebirth.”Although Aviv Centers for Living serves all seniors in our community, our Jewish tradition teaches us to learn from the history and wisdom of our elders,” said David Pliner, the board chairman. “Seniors and their families can be assured that Aviv Centers for Living will continue to deliver on this promise with the highest quality care and services that create delight.”Natalie Lederman, the board secretary, said, “The mission of Aviv Centers for Living has been, and always will be to enrich the life of each of our residents and program participants, so that each can continue to live his or her life with a sense of meaning and purpose.”Katy Tavares, the organization’s chief marketing officer, noted that Aviv Centers for Living “has evolved over the years into a multi-faceted organization through careful planning and attention to community needs and advances in health care. We felt strongly that in response to the ever changing needs of our aging population, our focus should be in creating a single brand that would reflect the best source for a continuum of senior health services. Aviv Centers for Living is that one source.”For more information about Aviv Centers for Living, go online to

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