An advertising campaign featuring the antics of aged care residents as they live life to the full has not only sparked conversations about what it means to age well, it has resulted in increased enquiries and admissions in the locations the ads have been shown.
“Our campaigns are always inspired by our purpose – to bring joy to those we care for," a spokesperson for Opal HealthCare told The SOURCE, .
"We wanted to shift the narrative around ageing and aged care by telling real stories about real people in a genuine and heartfelt way.
"In doing so, we wanted to show that older people can, and deserve, to live well, with socialisation, enjoyment, connection, and excellent care – and that’s what our teams strive to support every single day.”
Sydney-based independent company Awaken Media produced the advertisement for Opal HealthCare, Australia's largest aged care provider with 138 aged care homes across the country, with a "modest budget" in December 2024.
The commercials contrast the isolation that can be experienced with in-home care to the joy of community living, depicting shared meals, joyful activities, and engaging social interactions within Opal HealthCare's vibrant and warm, supportive environments.
They also reflect research showing the impact of social isolation on dementia rates and overall quality of life.
The advertisements are aimed at families who may feel hesitant about aged care, and offer a fresh perspective on the benefits of community living for older people.
Opal HealthCare acquired Cranbrook Care's five residential aged care homes in Sydney in March, and is one of the few aged care providers pursuing aggressive growth, with new developments underway in Narwee and St Ives, Sydney, and Brighton and Caulfield, Melbourne.
Private equity firm Pacific Equity Partners acquired a 50% stake in the provider in February 2025, with the remaining 50% held by Singapore-based investment firm G.K. Goh Holdings.
