ADZ launches its first work for aged care business Blue Cross
After winning the creative account earlier this year, ADZ has revealed its first work for aged care business, Blue Cross.
Blue Cross is seeking to reposition aged care by launching the colourful and upbeat campaign, alongside the platform ‘Fun never gets old’.
The print execution for Blue Cross
The campaign is being executed across print, digital, radio, in-residence and OOH.
The ads leverage real-life stories of residents and staff, in order to celebrate the individuality instead of drawing focus onto the brand.
ADZ Collective general manager, Hugh Baulch, explained: “During our research phase, we recognised that representations of aged care tend to focus on the infirmed. The current market portrays older people as dependent and in need of constant assistance. We are lucky that Blue Cross want to celebrate its residents; their life, their history, the passions that have made them what were in the past, and still are today. Living with Blue Cross, never gets old.”
Blue Cross senior manager of marketing and communications, Tanya Reardon, said: “We are really excited to see BlueCross represented with such vibrancy and impact. We are excited about our bold, new identity which makes us unique and sets us apart in a sector that is getting increasingly competitive.”
The radio spots can be heard here:
