A social media content series aims to change perceptions and lazy stereotypes about aged care.
Whiddon Group has launched a dedicated social campaign, ‘Aged Care Reimagined’, to highlight inspirational stories that are common in aged care, but it says do not get enough focus. Showcasing the variety of care provided, the campaign aims to break down pre-conceived notions and stereotypes.
The creative will be published on Whiddon’s Facebook page from now through to November and is made up of five key narrative themes (see below).
One of the videos shows elderly folks doing exercises, such as waving colourful ribbons with their arms and stomping their feet up and down from a seated position. There's also a colourful parachute and ball game (see below) and plenty of smiles all around.
"When it comes to breaking down stereotypes, seeing is believing. That’s why 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,” Whiddon CEO Chris Mamarelis said.
“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 ageing programs that bring enjoyment and health and wellbeing benefits to all our residents.”
The five story these are:
1. This is Active Ageing – showcasing the range of activities that help residents keep mobile, from Tai Chi, to drumming and walking groups.
2. This is the Art of Ageing – highlighting how residents explore their creative passions and hobbies to give them a sense of purpose and accomplishment.
3. This is Live Your Best Week – featuring the Best Week program where residents rediscover their passions from the past and relive these moments, be it riding on a motorcycle to watching an NRL match live in stadium.
4. This is Connected Care – demonstrating how keeping connected with family and fellow residents through technology and social activities is made possible.
5. This is Creature Comforts – revealing the benefits of pet therapy, introducing resident hens and dogs and exploring how they assist in companionship.
