Just Better Care launches new campaign via The Core Agency

One of Australia’s largest accredited providers of national in-home aged care and disability support, Just Better Care, has launched a new integrated marketing campaign.

The campaign was created by independent creative agency The Core Agency, and focuses on the benefits of the elderly and those with disabilities remaining in their own homes and communities.

Just Better Care’s network of over 40 franchise territories deliver in-home social and lifestyle support services that enable people to live independently.

The brand is currently expanding its footprint of local offices into Western Australia and Tasmania.

The new integrated campaign by The Core Agency aims to portray seniors and people living with a disability in a positive light, working to remove negative connotations often reflected in work in this category of advertising.

Just Better Care marketing manager Ryan McMahon said the campaign focuses on the powerful nature of home life and its familiarities.

“Our new campaign focuses on the human truth that we get powerful emotional reassurance from the familiarities of home life. By helping people continue to enjoy these little things, we can genuinely help our customers enjoy life more,” he said.

The integrated campaign includes print, poster, digital, social and direct response regional TVCs.

The Core Agency business director Bec Turner said; “As well as clearly branding Just Better Care in a crowded category, we are proud that our new campaign truly captures every member of our community in a positive and authentic way.”

The Core Agency’s client list includes IGA Supermarkets, QBE Insurance, PwC, Just Better Care, Key Pharmaceuticals, Evergreen Garden Care, Elders Insurance and Beem it, and the independent agency recently launched a new brand and identity for Mitti Insurance.


Client: Just Better Care
Chief Operating Officer: Alison Chandler
Marketing Manager: Ryan McMahon
Creative Lead: Elly Pipiciello

Agency: The Core Agency
Founder & Creative Partner: Jon Skinner
Founder & Creative Partner: Christian Finucane
Senior Copywriter: Kevin Macnamara
Senior Art Director: Simone Parravicini
Senior Designer: Nick Williams
Designer: Sophie Adams
Strategy Director: Andrew McCowan
Business Director: Rebecca Turner
Senior Account Director: Sid De
Account Director: Joseph Rosslind

Stills Production: Sam I Am
Photographer: Billy Plummer


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