Retirement Living Council announces industry image campaign

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Next Sunday it will be 11 months since the airing of the Four Corners program titled “Bleed Them Dry Until They Die”.

Many residents were unsettled by the theme of the program – that they had made a terrible mistake joining the village. Had they been foolish?

Sales enquiries and sales were impacted, and some still are.

We hear nearly all prospective residents are now being accompanied by their children on inspections and contract discussions (which is a good thing).

The Retirement Living Council President (and CEO of RetireAustralia), Alison Quinn, states that the village sector has to ‘rebuild trust’.

Now the RLC is funding an image campaign.

Its Executive Director Ben Myers (pictured) said last week:

“Members of the Retirement Living Council have agreed to coordinate and fund the development of an industry image campaign, to educate the wider market of the benefits of retirement community living”.

“A member-led campaign committee is working with a leading creative agency to create the campaign material, which will undergo rigorous focus group testing before being developed in the next few weeks. It is proposed the campaign will begin early in the new financial year”.

They are looking at TV, radio and press.

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