Madca which stands for Malindi District Cultural Association was formed in 2003 under the ministry of labour and social protection. The main objective of MADCA is to research, revitalize, foster, develop and promote tangible and intangible cultural heritage of Kenyas” indigenous Coastal communities especially the Mijikenda and their neighbors for sustainable development and peaceful co-existence.

The Malindi District Cultural Association (MADCA) has been in the fight against the killings of the elderly for a decade now, having established two rescue centers in the county with a current population of 39 elders has not been able to contain the situation as more elders are endangered in their homes. There are those who are held in the rescue centers however many more are suffocating and waiting for their days as they are a target of their tormentors. The local leadership; politicians, religious leaders, county and national government, CSOs among others have not shown interest in the killings of the elderly, making this special segment of the society vulnerable. The fight against elderly killings has been seen to be the role of MADCA by all other institutions