New image for aged care campaign

Aged and Community Services Australia (ACSA) has detailed its plans for a $1.2 million national television and magazine image campaign to promote the image of aged care by focusing on the relationships between aged care staff and clients.

Developed by Ursa Communications, a Sydney based advertising agency, the campaign was unveiled at the Tristate aged care conference in Albury. It has the theme ‘Can’t do it without you..Aged care professionals…can do.’

The campaign is primarily aimed at women aged 45 and over, as well as targeting the general community, including decision-makers and the voting public.

The initiative will attempt to boost the morale of people working in the sector, ACSA chief executive officer, Greg Mundy, told the conference.

“Our research has shown that we are much more critical about ourselves than the general public or our consumers are,” he said.

Delegates at the TriState Conference in Albury were shown half a dozen concept print advertisements.

Over the next two months ACSA will send a letter to all its members, asking them to pledge their support. It will also be holding information sessions in every state.