Sean Rooney flags community awareness campaign to counter “ugly blame game” and position for May Budget

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Five weeks ago, we got wind that LASA and the other peak bodies were launching a campaign to lobby politicians on aged care ahead of next year’s Royal Commission Final Report and May Budget – now the LASA CEO has revealed more details.

Opening the peak body’s Ten Days of Congress on Monday, Mr Rooney said the questioning around the Government’s competency during COVID had resulted in an “ugly blame game” in the media that was both “inappropriate” and “unhelpful”.

The CEO told the audience it was clear that community perceptions towards aged care services were predominately negative and this must be resolved.

“I believe that perception will only change when we change,” he said.

Referring to the media and issues campaign, Mr Rooney says LASA is now focused on working together with other peaks to explain to the community the value that aged care brings to the nation and also to bring the Government to account.

LASA has joined with Aged & Community Services Australia (ACSA), the Aged Care Guild, BaptistCare and Anglicare to spearhead the campaign, with Apollo Communications appointed to execute the campaign and strategy.

“We need to have strong collaborations in place,” he stated.

Historically, the peak bodies and organisations have had mixed success when it comes to pooling their attempts to advocate for the sector.

But with John Howard’s media adviser and the creative people behind the mining industry campaigns leading the charge – and next May’s Budget labelled the “big one” for aged care – we suspect this push could prove to be different.

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About Author

Lauren is the Editor at DCM Group and has guided its range of media including The Weekly SOURCE, The Daily RESOURCE and The Donaldson Sisters since 2016. With 13 years’ experience as a journalist, editor and commentator, Lauren is the only journalist to have attended every session of the Royal Commission into Aged Care Quality and Safety, producing 300 issues of the subscriber-only The Daily COMMISSION which offers exclusive insights and analysis of the issues surrounding the Royal Commission and the aged care sector.