Rogers has unveiled a brand new phone cell phone that’s both good looking and serves a great purpose … peace of mind for seniors and their loved ones.

The Doro phone has been specifically designed for mature individuals who have never owned a cell phone but want to stay in touch with friends and family.

The flip phone is sleek in look but where it really shines are its features like a larger keypad and display and most importantly, it allows the user to contact emergency numbers with the push of a single button.

“The ability for the user to press a button and bascially get a message out to the friends and family that they want to connect with and it sequentially call the numbers until it gets a hold of someone,” Raj Doshi, vice president of mobile product management for Rogers Communications Inc., said.

Rogers is also offering a special discount plan for the phone that includes caller ID and voicemail.