PresCare promotes in-home services ahead of changes to Australian Aged Care support model
Aged care provider PresCare has launched its first campaign with BCM, showing support of independence for the elderly who want to enjoy an active every day life.
The new work by BCM: ‘It’s more you’
The ad features retiree ‘Tom’ who is about to undergo a knee operation and is worried about whether he will be able to get around the house to see his friends.
With the new tagline ‘It’s more you,’ PresCare’s first work with agency BCM aims to meet the changing needs of Australian aged care through its in-home services, ahead of changes to the Australian Aged Care support model, which will take place at the end of February.
The changes to the model will allow consumers to put their government funding into their provider of choice.
Greg Skelton, chief executive officer at PresCare, said the campaign celebrated “the individual.”
“It moves away from the ‘one size fits all’ approach and cliché imagery this sector has been immersed in for too long, and recognises the individuality, abilities and characteristics of our ageing baby boomer generation who want control, choice and independence.”
Kevin Moreland, managing director at BCM, said the new brand positioning aims to be more “contemporary” and reach a wide audience.
“‘It’s more you’ perfectly encapsulates PresCare’s ethos and strong focus on providing care which is appropriate for the individual,” said Moreland.
The TVC will be supported by online content distributed across social media.
The new work is the second for the aged care sector in a matter of weeks, with Southern Plus launching a campaign pushing independence through its program late last month.
Credits:
- BCM & Taxi Films
- Media: BCM
- Client: PresCare
- Client contact: Michele Prescott, General Manager – Customer Experience
