ACH Group launches ‘A Little Help Can Be a Big Help’ campaign ahead of aged care reforms
South Australian aged care provider ACH Group and Sauce have unveiled a new campaign promoting in-home support services to help older people maintain independence.
The announcement:
Leading South Australian aged care provider ACH Group launches new Support at Home campaign, ‘A Little Help Can Be a Big Help’ ahead of November Aged Care Reforms.
Communicating a simple message, remaining independent in your own home can be easier with help, the new campaign speaks to the universal truth of ageing – as you grow older, life at home becomes just a bit harder.
“Based on the realities of ageing, we focussed on how Support at Home allows you to maintain independence, meaning home can still feel just the way it always has,” says David Ormston, co-creative director at SAUCE.
“This was a great opportunity to challenge the outdated stereotypes of ageing rife in this category, and hero the older person as the one taking control in their life,” says Michael Gagliardi, co-creative director at SAUCE.
Taking a light-hearted approach of exaggerating common day-to-day chores – like vacuuming or reaching a tall cupboard – this campaign sparks a knowing smile for all of us who have ever felt like life is getting just a bit more difficult as we age.
ACH Group customers are active members of their community who make valuable contributions, but if they don’t have the mobility to tie their shoelaces to make it out the front door, they lose this independence.
“At ACH Group, we are here to support older South Australians to live well in their own homes for longer… When older South Australians are ready for home care or have questions about the new program, we want them to know we are here,” said Linda Feldt, CEO at ACH Group.
The new aged care reforms come into effect in November, ultimately changing the accessibility of aged care.
“This campaign lands at a pivotal time for South Australians, as our ageing population grows and aged care becomes easier to access for customers, now is the time to hero the older person and encourage them to seek the best kind of support for their situation,” says Tom Ootes, Managing Director at SAUCE.
The campaign launched on 11th of August, across TV, BVOD, out-of-home and digital.
CREDITS
Client: ACH Group
Chief Executive Officer: Linda Feldt
Chief Operating Officer: Kate Dobie
Executive Manager Brand & Customer Experience: Ivy Diegmann
Head of Brand, Marketing and Communications: Julie Anderton
Brand Business Partner: Bronte Cavalla/ Gabby Grgic
Creative Agency: SAUCE. The Creative Agency
Managing Director and Principal: Tom Ootes
Creative Director: Michael Gagliardi
Creative Director: David Ormston
Account Manager: Ry Pahl Art Director: Ella-Maude Wilson
Copywriter: Rhys McMahon
Designers: Danilo Watanabe and Franwyn Botha
Production Agency: Light and Shade Media
Director/DOP: Matt Bamkin
Executive Producer: Steve Geddes
Associate Producer: Jasmin Watkins
First AD: Sian Bates
Gaffer: Daniel Ross
Best Boy: Ben Raschekke
Art Director: Melissa Va Diermen
Sound Recordist: Tom Wobleski
Editor: Rohan Cooper Hair and Make Up: Mandy Khalil
Photographer: Liam West
Retoucher: Paul Munzberg
Source: Sauce the creative agency
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