A commitment to providing the best possible care for ageing Australians.
BaptistCare, in collaboration with The Zoo Republic, has launched its ‘People First’ campaign, celebrating the organisation's strong values and commitment to providing the best possible care for ageing Australians.
Featuring the stories and experiences of BaptistCare customers, family members, and employees, the campaign is driven by powerful narratives that take audiences on a journey of what it means to be People First.
Ben Galea, BaptistCare GM marketing & communications, said that with the aged care sector experiencing challenges including a trust deficit, workforce shortages, and historically chronic underfunding, the campaign aims to amplify a unifying and positive message to the community.
“The campaign shares the commitment and passion of our employees, who are everyday heroes in delivering care and support, going the extra mile, and focusing on the needs and preferences of customers and colleagues in every interaction," said Galea.
"It’s a privilege for our employees and teams to be People First, to know the hopes and dreams, preferences, needs and dislikes of each person they care for. Being trusted to provide care and support, and be part of the struggles and joys people experience, in their own homes or communities we have created, is really what this campaign is honouring.”
BaptistCare worked closely with creative agency, The Zoo Republic to create the campaign.
Saskia Lo, strategy director at The Zoo Republic said from the first interaction, the agency could see that people were at the heart of everything BaptistCare does.
"From those who receive care, to the families whose loved ones they care for. The only thing Baptistcare didn’t seem to care about, was if others were uncomfortable with their conviction to do what’s right for all people," said Lo.
"This passion for people means they always put them first. We are now thrilled to bring this message to a wider audience through this campaign."
Edward Nethery, creative director at The Zoo Republic said it took considerable bravery and trust to do something different for this sector which is so often defined by cliché.
"Shining the spotlight on individuals within the BaptistCare world allowed us to tell real, emotional, and three-dimensional human stories, which is the truth of the industry," said Nethery.
"Finding the humanity in different clients’ own personal stories, in their own words, from the heart. It is the most honest way to reinforce BaptistCare's commitment to putting both those who care, and are cared for, first."
The campaign will feature across a variety of paid media including outdoor and digital.
Credits:
Client: Baptistcare
Ben Galea - General Manager Marketing & Communications
Agency: The Zoo Republic
Edward Nethery - Creative Director
Dylan Harrison - Director & Production (Hooligan Collective)
Producer: Mark Risso-Gill
DOP: Peter Eastgate
Photographer: ‘Lex’ Andoncello
Editor: Ben Jones
Hollie Deste - Account Director & Production
