The brains behind Whiddon’s new marketing campaign

The Not For Profit provider has launched the ‘More to Me’ marketing campaign, which tells resident stories through mini documentaries.

Conceptualised by Whiddon Group CEO Chris Mamarelis, the More to Me campaign brings to life the stories of aged care residents across the provider’s 23 aged care homes with short videos blending colour and black-and-white photography.

By sharing the stories, personalities, and individuality of the residents, the aim of the campaign is to challenge and reshape age-based stereotypes.

The campaign has also been shaped by Chris’ nearly decade-long involvement as an industry lecturer at Macquarie University, Sydney, where regular engagement with students has provided valuable insights that helped inform the intent and tone of the campaign.

The campaign stars four Whiddon residential aged care residents:

• William ‘Bill’ Kerr from Mudgee: an A 86-year-old former detective who protected royalty and dignitaries on the world stage.
• Holly Hart from Largs: a 90-year-old former hospital cook who transformed a life of early hardship, including being unable to read or write, into strength.
• Roslyn ‘Ros’ Stanford from Narrabri: an 85-year-old beloved kindergarten teacher whose decades in the classroom created a legacy spanning generations.
• Samuel ‘Sam’ Darke from Grafton: a 93-year-old RAAF veteran who drove British scientists to Australia’s first nuclear bomb test at Emu Field in 1953, in 2024 he was awarded the British Nuclear Test Medal.

The campaign was developed with creative and communications partner, Ardent, and launched on 1 February, with a placement in The Sunday Telegraph. The videos have now been rolled out across digital, social, and traditional media platforms.

There has been strong engagement on social media and increased website traffic. The feedback has been consistently positive, according to Whiddon.

Whiddon has been in operation for more than 75 years. The Not For Profit has 23 aged care homes, 12 retirement villages and a home care business operating across NSW and Southeast Queensland.

You can watch the mini documentaries and read more about the campaign here.