New campaign for Aged Care Workforce Industry Council aims to boost workforce

The Aged Care Workforce Industry Council (ACWIC) is calling for Australians to consider bringing their talents and passions into a career in aged care.

The campaign is part of the the ACWIC’s efforts to triple the aged care workforce in Australia to over one million workers by 2050. The industry currently sits at just over 366,000 people.

The campaign also follows the final report of the Royal Commission into Aged Care Quality and Safety, which found that Australia needs aged care reform that would allocate care according to the needs and preferences of older Australians, whether it be in the home or in residential care.

The report also called for improved workforce conditions for formal carers, outlining the need for a national register of all personal care workers, and quotas for the minimum time spent with a carer per resident, per day.

The aim of the ACWIC ad is to show Australians that there is a variety of rewarding roles in aged care, including cooking, IT and event organisation. In particular, the ad is targeting people whose employment was impacted by the COVID-19 pandemic to communicate how their skill can be transferred to the sector.

“We are really trying to connect with a broader group of people and let them know that those that work in aged care love it, and there are many roles available that are different to the roles you would think,” said ACWIC CEO, Louise O’Neill.

The campaign was created by Coffee Cocoa Gunpowder and shot by Selina Miles through Scoundrel.

Coffee Cocoa Gunpowder co-founder and managing director, Chiquita King, said: “Mahatma Gandhi once said that the true measure of any society can be found in how it treats its most vulnerable member. Elderly Australians need, and more to the point, deserve our proper care and respect. It’s been an absolute pleasure working with ACWIC on this campaign to help ensure that we deliver it.”

The campaign was funded by the Commonwealth Department of Health. Ads will appear on Facebook and Instagram targeting those interested to learn about opportunities in the aged care industry. LinkedIn will target those looking to start or change careers.

Buzzfeed is running a parallel paid social campaign to support content that’s been developed in conjunction with the campaign.

The media buy is being managed internally.


Louise O’Neill – CEO
Angie Deegan – Senior Policy & Engagement Officer
Mark Berezdecky – Project Officer
Karen Phipson – General Manager, Australian Unity
Jenni Pattinson – Communications Manager, Benetas

Chiquita King – Founder and MD
Ant Melder – Founder and Creative Partner
Diane Villavieja – Project Director
Emily Hahn – Senior Business Director
Lewis Clarke – Copywriter
Lauren Maneschi – Art Director
Chris Clausen – Head of Design
Rachel Tse – Designers
Hayden Wright – Head of Social

Selina Miles – Director
Kate Gooden – Executive Producer
Adrian Shapiro – Executive Producer
Holly Winter – Producer

Smith & Western
Dan Higson – Executive Producer
Nick West – Creative Director


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