Australia's largest home care provider has launched a new advertising campaign aimed at challenging outdated stereotypes about growing older with the catch line 'rewrite the rules of living'.
Prue Bowden CEO Australian Unity Home Health, told The Weekly Source, “At Australian Unity Home Health, we want to challenge outdated perceptions of ageing and celebrate older Australians as active agers – they are people with purpose, independence and plans for their future.
“Ageing well isn’t about doing less; it’s about having the right support to keep doing more.
“This campaign highlights how our home health and care services are designed to keep pace with older Australians, adapting to their evolving needs so that they can keep moving.”
The ads will be shown on television, radio and social media, including Facebook and Instagram, in Canberra, New South Wales, Queensland, Western Australian and Victoria. They will also appear in out-of-home (OOH) and digital displays.
In July, Australian Unity announced it will acquire Plena Healthcare, taking its customer base from 50,000 in 2023-24, to more than 160,000. The mutual acquired myHomecare Group in March 2024.