Life safety device outfit ICSS Ltd has launched an initiative that allows Bermudian-based companies to underwrite the cost of the service for seniors who cannot afford it.Company owners Dwain Smith and Mandela Caesar say the “Protect a Senior” programme, launched this month, has been met with a favourable response.“The companies we have talked to so far have been very amenable to it,” Mr Caesar said. “Thus far, the response has been 100 per cent positive.”He added: “The median income of seniors is $24,000 a year. The people who need the product, most aren’t able to afford it. With our ageing population, this problem isn’t going anywhere. In fact, it is only going to get worse.”Under the programme, companies purchase a device from ICSS at cost and pay for a year of the service for a total outlay of $982.Mr Caesar said: “It is not a huge expense for companies, but the net benefit to seniors is huge. It can literally save lives.”Mr Smith said a recent meeting with a senior who needed and wanted the device, but could not afford it, prompted the company to set up the initiative.“I called Mandela, and told him that we needed to do something about that,” Mr Smith said.Under the programme, Mr Caesar said, ICSS will distribute the sponsored device to a senior, and recirculate it once the original recipient no longer requires it. Companies participating in the programme will receive periodic reports to inform them of the impact of their sponsorship.ICSS, which stands for Investing in Care, Safety and Security, said the device puts clients the push of a button away from help from emergency services such as police, fire, ambulance or EMS. Within 30 seconds of pushing the life safety device’s button, an operator responds, identifying the client by name, and asking what the issue is. The client’s response, ICSS said, dictates which service is dispatched. • Companies wishing to meet with ICSS to discuss the “Protect a Senior” initiative can call the company on 295-4277