Encouraging Australians to opt out of the aged care options where they recalled feeling “lonely, unhappy, powerless”.
Home health care service Alpha Support at Home has launched its first brand campaign, empowering the choices of an ageing audience that wants to grow old at home.
Drawing from protest campaigns of the ‘60s and ‘70s, ‘Say no to the nursing home’ harnesses a widespread sentiment, encouraging Australians to opt out of the aged care options where they recalled feeling “lonely, unhappy, powerless” in the Royal Commission.
The campaign is punctuated with playful cues, from hand-knitted balaclavas to TVs tossed out the window. The video spot sees residents riot to reclaim their freedom while the protest chant on radio uses a double-negative device to punctuate the anti-stance, with these elements recombined to carry the message across social and digital.
With 80% of older Australians wanting to remain in their current home, the recent category entrant was eager to cut through the competition with a blunt proposition: "we’ll help you stay out of the old folks’ home".
"There’s an elephant in the room that no one is talking about in aged care marketing — the fact that for many, ending up in a nursing home is something they really fear and resist," Alpha Support at Home national marketing and communications manager Janice Hoad said.
"Our campaign taps into that sentiment while also raising awareness that there is an alternative choice for many people, and Alpha Support at Home can provide that alternative."
NATION creative director Nick Brz said 'Say no to the nursing home' campaign is a defiant, feel-good brand platform that denounces the condescending clichés of the aged care category.
"And empowers a long-misunderstood audience to take back control over how and where they grow old."
Credits:
Contributors:
Brand – Alpha Support at Home
Managing Director – Joel Hepburn-Brown
National Marketing & Communications Manager – Janice Hoad
Digital Marketing Specialist – Sujan Bhusal
Creative Agency – NATION
CEO – Greg Knagge
Creative Director – Nick Brz
Art Director – Ollie Prenton
Copywriter – Alice McKenzie
Strategy Director – Courtney Hill
Project Director – Tom Benson
Agency Producer – Judi Oehme
Production:
Production Company – Mae King
Director – Nicholas Muecke
Producer – Nicola Tate
Production Manager – Eva Hodder
Unit Manager – Steve Russell
DOP – Emerson Hoskin
1st AC - Ella Burton
2nd AC - Tamryn Morriss
Gaffer – Nic Datson
Lighting Assistant – Sam Clarke
Grip – Justin Van Zyl
Grip Assistant - Django Nou
Production Designer – Gareth Wilkes
Art Assistants - Aidan Jackson-Drewett, Riley Fraser-Waters
Wardrobe Stylist – Chloe Spalding
Wardrobe Assistant - Amy Goddard
Hair and Make-up – Natasha Stone
Hair and Make-up Assistant - Bonnie Charles
Sound Recordist - Tom Wroblewski
Stills Photographer – Josh Geelen
Stills Assistants - Dylan Starczak, Ryan Cantwell
On-set Nurse - Joy Moody
Editor – Nicholas Muecke
Colourist – Greta Van Oyen
Online/VFX – Richie Coburn
Casting – SA Casting, Buckland & Gunn
Audio Engineer – Justin Astbury
Music Supervision - Mckenzie Roberts at Music Mill
