Health
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New Aged Care Campaign Targets Aussie Families
New Aged Care Campaign Reimagines Residential Care as a Community Enrichment
Opal HealthCare, a leading Australian provider of residential aged care, has launched a new marketing campaign designed to alleviate anxieties surrounding aged care options for families. The initiative, titled "Find Your Community – Because Loving Life Never Gets Old," was developed by the independent agency Awaken and aims to shift the perception of residential aged care from one of isolation to one of vibrant community and enhanced quality of life.
Awaken Creative Strategist Amelia Morgan explained that the campaign directly addresses the hesitations of families who want the best for their aging loved ones. "It celebrates the joy of Aged Care while addressing the guilt families may feel," Morgan stated. The campaign features commercials that showcase the transition from the solitude of in-home care to the benefits of community living within Opal HealthCare's facilities. These commercials highlight shared meals, joyful activities, and social interactions, emphasizing the positive impact of social connection on residents' well-being. Research demonstrating the health risks of isolation and the benefits of social connection, including slowing dementia progression and enhancing longevity, are also incorporated into the campaign's messaging. A lighthearted and relatable approach, including the appearance of Awaken CEO Chris Parker in a commercial, further reinforces the campaign's positive message.
Opal HealthCare manages 133 residential aged care communities across various Australian states. This new campaign coincides with the upcoming Mumbrella360 conference in Sydney (May 27-29), a significant event for marketers in the aged care sector. The conference features panels and sessions focused on marketing strategies for aged care providers, including discussions on cultural relevance, technology adoption, and achieving a positive return on investment. Experts will discuss inclusive marketing strategies, authentic engagement with Indigenous Australian culture, and the role of AI in content creation. These sessions are designed to help aged care providers adapt to the evolving marketing landscape and improve their outreach to families considering residential care options. The conference offers valuable insights for those aiming to create effective and impactful marketing strategies in a competitive market.
Opal HealthCare, a leading Australian provider of residential aged care, has launched a new marketing campaign designed to alleviate anxieties surrounding aged care options for families. The initiative, titled "Find Your Community – Because Loving Life Never Gets Old," was developed by the independent agency Awaken and aims to shift the perception of residential aged care from one of isolation to one of vibrant community and enhanced quality of life.
Awaken Creative Strategist Amelia Morgan explained that the campaign directly addresses the hesitations of families who want the best for their aging loved ones. "It celebrates the joy of Aged Care while addressing the guilt families may feel," Morgan stated. The campaign features commercials that showcase the transition from the solitude of in-home care to the benefits of community living within Opal HealthCare's facilities. These commercials highlight shared meals, joyful activities, and social interactions, emphasizing the positive impact of social connection on residents' well-being. Research demonstrating the health risks of isolation and the benefits of social connection, including slowing dementia progression and enhancing longevity, are also incorporated into the campaign's messaging. A lighthearted and relatable approach, including the appearance of Awaken CEO Chris Parker in a commercial, further reinforces the campaign's positive message.
Opal HealthCare manages 133 residential aged care communities across various Australian states. This new campaign coincides with the upcoming Mumbrella360 conference in Sydney (May 27-29), a significant event for marketers in the aged care sector. The conference features panels and sessions focused on marketing strategies for aged care providers, including discussions on cultural relevance, technology adoption, and achieving a positive return on investment. Experts will discuss inclusive marketing strategies, authentic engagement with Indigenous Australian culture, and the role of AI in content creation. These sessions are designed to help aged care providers adapt to the evolving marketing landscape and improve their outreach to families considering residential care options. The conference offers valuable insights for those aiming to create effective and impactful marketing strategies in a competitive market.
