because quality age care matters
Brand & Campaign

Client: Department of Health & Aged Care

My role: Lead creative

What I did: Campaign concept ideation, team art direction, design roll-out

Creative Contributors: Jason Perelson as Creative Director, Andrew Gibbon as designer, Carmen Lorkin as designer

Following an urgent review and strengthening of the Aged Care Quality Standards (Standards), Synergy Group were engaged by the Department of Health and Aged Care to design a meaningful consultation approach, raise awareness of the strengthened Standards and to design an engaging brand and awareness campaign to boost involvement across the sector.

Working closely with our own health and aged care experts, our creative team learned that older people were not feeling heard, represented or empowered. While certainly not sector wide, sadly through extensive stakeholder consultation, our health and aged care experts learned of rising occurrences of neglect and dismissal of older people by workers in the sector.

With this insight, our mission was to both raise awareness of the Standards and to make people care about why they were so important. Without speaking to both the hearts and minds of those living and working in aged care, we wouldn’t see a positive shift in mindset and behaviour.

Taking on a junior ‘creative director’ role on the engagement, I led the two other designers through the development of the “…because quality aged care matters” brand and campaign. It was designed so older people receiving and seeking aged care, and those working in the sector, could see themselves reflected in the communication materials. Using the relevant and enduring tagline, along with strong imagery, the campaign resonated with the public, seeing a record level of engagement during the consultation process. The campaign is being viewed by the Department as an example of best practice engagement.

Contact.

Phone: +61 438 147 091
Email: corinnejane93@gmail.com
Socials: LinkedIn