RetireAustralia has rolled out a new ad campaign for its Glengara Care home on the NSW Central Coast, with the stated aim of challenging perceptions of aged care.
The “Your Care Factor” campaign, promoting the aged care apartments at Tumbi Umbi, contrasts images of lonely and isolated seniors with residents of Glengara, who are shown eating chef-prepared meals, living independently and socialising with fellow residents and staff.
According to RetireAustralia CEO Brett Robinson (pictured), the “provocative” ad seeks to inspire viewers to consider what care looks like for their loved ones.
“People often have pre-conceived ideas of what aged care looks like, and many consider it a last resort.
“We wanted to lead the charge in challenging those preconceptions by creating an advertising campaign vastly different to the aged care ads people are used to seeing,” he said.
Brett describes Glengara as a “genuine alternative” to traditional aged care, where residents live in a communal environment and have more freedom in terms of lifestyle and schedule.
“It was important to us to show that Glengara Care doesn’t look or feel like a nursing home. It’s a community, but one with all levels of care available.
“We know our residents have worked hard in their lives and we want them and their loved ones to expect real care and an enjoyable supported lifestyle. Why give up all the things that fulfill your life? We think our residents have earned so much more than that,” he said.
RetireAustralia completed 70 new assisted living apartments at Glengara in 2019.