Client’s Challenge:

  • Perception of Aged Care
    Aged care is widely perceived as a last resort, driven by necessity rather than choice. Many families struggle with feelings of guilt and hesitation when considering aged care for their loved ones.
  • Engagement
    Most content shown is depressing, feeding into this perception, with low engagement.

Our Collaborative Approach:

  • Opportunity to change the narrative
    Saw an opportunity to shift the narrative, beyond safety and support, to showcase the joy, connection, and fulfilment that aged care offers within Opal’s 133 connected Care Communities. The goal
    was to reposition aged care as a positive lifestyle choice rather than a last resort.
  • Research outcomes
    Research revealed that isolation worsens cognitive decline, while community living boosts longevity and wellbeing. These insights were used to shape our storytelling.

Delivered Impact:

  • KPI Success:
    The videos on YouTube smashed our KPIs:
    – CPCV was only $0.01.
    – The Interaction rate with the videos was over 40% nationally.
    – View Thru Rates (VTR) were over 55%.
  • From interest to action:
    There was a notable increase in the number of admissions in Perth specifically, where the campaign was primarily focused, showing that we didn’t just create awareness – we changed perceptions and inspired action.

Partnership Success:

  • Engagement Milestone:
    Blending emotion with humour, the campaign delivered an emotive yet relatable message, following residents transitioning from solitude to social connection. This uplifting approach reshaped perceptions, making aged care feel vibrant, engaging, and full of possibility.
  • Targeted Engagement:
    Focusing on families and caregivers making critical decisions, we used data-driven insights to craft messaging that resonated. The campaign was designed to address hesitation and guilt while showcasing the vibrant community life at Opal HealthCare.
  • Strategic Diverse Media Utilisation:
    The campaign harnessed a multi-platform approach
    to maximise reach and impact. Awareness driven,
    video led storytelling brought the message to life through nationally aired commercials, transforming perceptions of aged care. Precision targeted digital and social campaigns across YouTube, Google, Bing, and Meta further engaged families at key decision making moments, with a dedicated Perth focus ensuring local relevance.We didn’t just create awareness – we changed perceptions and inspired action.