RetireAustralia challenges aged care preconceptions in new ad campaign
RetireAustralia is aiming to challenge people’s preconceptions of aged care with a new campaign for its Glengara Care home in Tumbi Umbi, on the NSW Central Coast.
The “Your Care Factor” campaign contrasts stereotypical images of lonely and isolated older people with pictures of Glengara residents socialising and living independently. RetireAustralia CEO Brett Robinson hopes the “provocative” ads will spur viewers to think about their loved ones’ care.
“People often have pre-conceived ideas of what aged care looks like, and many consider it a last resort.
According to Brett, Glengara residents live in a communal setting with flexible schedule and lifestyle, and is a “genuine alternative” to traditional residential care.
“It was important to us to show that Glengara Care doesn’t look or feel like a nursing home. It’s a community, but one with all levels of care available.