More than 3,800 older Montanans across the state received roses
Dedicated volunteers from AARP Montana teamed up with the Wish of a Lifetime program to brighten Valentine’s Day for many older adults through the heartfelt Cupid Crew initiative.
Volunteers Across the State Deliver Thousands of Roses
In Montana, 28 volunteers forming the “Cupid Crew” fanned out across the state to distribute more than 3,800 roses — from large cities like Billings, Great Falls, Missoula, Butte, and Helena — to small rural areas like Havre, Whitehall, and Ronan.
These flowers were destined for hospitals, senior living facilities, Meals on Wheels recipients, and individuals receiving home hospice care throughout Montana.
The local effort fell under the broader national Cupid Crew campaign, which AARP Montana helps coordinate in partnership with Wish of a Lifetime.
A Rewarding Hands-On Experience for Volunteers
Before the distribution on Valentine’s Day, Cupid Crew volunteers gathered in Helena for a lively “rose prep” party where the Cupids prepped the roses for delivery.
Volunteer Sandy Jankowski shared her perspective on the emotional impact: “It is really rewarding to see so many people step up and do something of this nature.” She expressed hope that recipients would sense the love and recognition for their life stories and accumulated wisdom. Jankowski also extended an open invitation: “I would like to invite other people to be volunteers because I have felt that, here, you do make a difference in people’s lives.”
Participants followed a clear process during the event—unpacking shipments, dethorning stems, cutting to size, arranging bouquets, and attaching messages to each rose. Similar rose prep parties were held across the state.
Addressing the Challenge of Social Isolation
Tim Summers, AARP Montana’s state director, highlighted the deeper purpose behind the project in local media coverage. He described social isolation as a serious issue, especially for older residents, and noted that simple gestures like this can make a meaningful difference. “Isolation is a real problem, and this helps,” Summers said. He encouraged Montanans statewide to reach out more often to elderly friends, family, and neighbors — particularly those who may be more vulnerable or living alone — by checking in, offering companionship, or sharing small tokens like roses or chocolates during Valentine’s Day and other holidays.
According to AARP research, about 40 percent of adults experience loneliness, underscoring the need for such outreach.
The Growing Reach of a Nationwide Tradition
The Cupid Crew concept began modestly in Denver back in 2014, with just a handful of volunteers distributing a few thousand blooms. Since then, it has expanded dramatically. Over 200,000 volunteers have taken part nationwide since the program’s inception, delivering more than a million roses and countless Valentine’s Day cards to older adults.
“At the end of the day, this isn’t just about flowers — it’s about sparking joy, reminding someone they’re important, and helping them feel connected. We’re grateful to our volunteers and partners for making this event happen, and we hope more people will get involved to spread that joy,” said Summers.
To learn more about Wish of a Lifetime, explore the Cupid Crew program, or get involved for future years, visit wishofalifetime.org/programs/cupid-crew.