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Enabling confidence at home - ECH tackles ageing stereotypes head on

South Australian aged care leader ECH has embarked on a wide-ranging and important campaign to challenge popular notions that ageing symbolises clichéd cups of tea, knitting and residential care.

The campaign’s first stage encompasses a rebrand of the not-for-profit organisation, founded in 1964, with ECH now standing for Enabling Confidence at Home.

ECH Chief Executive David Panter said the new-look brand symbolised a new era for the organisation, which enabled people to stay in their home as long as possible.

“We have been working on this rebrand for more than a year now and we are extraordinarily proud of what we have achieved as a team. In many ways the organisation is returning to the original vision set out by its founder Garnet Rundle to help people remain living independently and confidently in their own home,” Dr Panter said.

“Our new slogan ‘Stay Who You Are, Where You Are’ really says it all and we will continue to spread this important positive ageing message throughout the aged care sector and wider community. It’s important that older people are recognised as valued, active members of our community.”

The new branding has had input from ECH’s in-house dementia project manager, diversity coordinator and assistive technology experts, and a new interactive website has also been launched.

ECH enlisted the help of Adelaide-based creative agency KWP! to assist with the roll out of the messaging and campaign. Brand communication will involve an extensive television, outdoor, print and radio campaign commencing immediately.

KWP! Director David O’Loughlin said both teams were on the same page in desiring an outcome that would help people to discover the possibilities of living confidently in their own home.

“We believe ECH is the Uber of aged care. Their approach is one of asking why not and that is so refreshing in a category that people don’t necessarily like to talk about. The reality is, ageing will affect us all and to know that a company like ECH is taking this head on is extremely encouraging,” Mr O’Loughlin said.

“ECH are taking the lead in this space and we believe people are going to embrace this new way of thinking in droves.”

The rebrand follows the appointment of social services pioneer Sue Vardon AO as the Chair of ECH’s Board earlier this month.

A new interactive website is now live at www.ech.asn.au.

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