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Social media stories smash aged care stereotypes

Tales of live-in hens and residents participating in Tai Chi are only some of the incredibly unexpected stories to come out of the Whiddon Group’s newest campaign.

Whiddon Group are smashing the stereotypes of aged care (Source: Whiddon Group)

The social campaign titled, ‘Aged Care Reimagined’ aims to tell an array of feel-good stories to break down the stereotypes surrounding the aged care sector.

Broadcasted on Whiddon’s social media channel, the campaign will run until November and touch on five key narrative themes typical of all its aged care homes.

These themes include:

  • This is Active Ageing - detailing the range of activities that help residents stay active, including Tai Chi, drumming and walking groups.
  • This is the Art of Ageing - showing how residents use their creative passions and hobbies to achieve a sense of purpose and accomplishment.
  • This is Live Your Best Week - focusing on the Best Week program, where residents rediscover past passions, including riding on a motorcycle or watching an NRL match live in stadium.
  • This is Connected Care - highlighting the importance of keeping connected with family and the residents around you through technology and social activities.
  • This is Creative Comforts - revealing the benefits of pet therapy, including resident hens and dogs, and the companionship they provide.

Whiddon Chief Executive Officer, Chris Mamarelis says “seeing is believing” when it comes to reimaging the perceptions of aged care and breaking down stereotypes.

“We want to shine a bright light on what’s important to us at Whiddon - our residents’ quality of life - and showcase to the nation what aged care really is.

“It’s about time we reimagined the sentiment around aged care and open eyes to the goodness of our industry and its people, starting with our creative aging programs that bring enjoyment and health and wellbeing to all our residents,” he says.

Whiddon General Manager and Marketing and Communications, Amiria MacKinnon is also looking forward to sharing the “incredible and uplifting stories within the aged care industry.”

“That’s why we’re launching this campaign …  to combat negative sentiment and hero the creative approaches taken to making our residents feel connected, happy, healthy and fulfilled.”

“For us, what’s important is pushing for recognition of the positive work that goes on within our industry and heroing those amazing individuals who make it happen.”

With 70 years’ experience in caring for older Australians across metropolitan, regional and rural New South Wales, Whiddon is no stranger to providing ‘outside the box’ experiences for their residents.

From encouraging older Australians in their care to fulfil their desires, explore their creativity and enjoy ageing, they’ve also proudly developed an award-winning and Australian first program called HenPower, allowing residents to enjoy creative and social activities with female chickens.

To discover ‘Aged Care Reimagined’ head to Whiddon’s Facebook page.


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