‘Say No To The Nursing Home’: Aussie home care service launches new campaign via NATION
Home care service Alpha Support at Home has launched its first brand campaign, empowering the choice audiences have about growing old at home, via NATION.
Taking inspiration from protests of the ’60s and ’70s, the new campaign ‘Say No To The Nursing Home’ encourages Australians to stay out of aged care options that have been described by the Royal Commission into Aged Care Quality and Safety as lonely, unhappy and powerful.
With 80% of older Australians wanting to remain in the current homes, according to a survey by Roy Morgan for the 2020 Royal Commission, Alpha Support at Home hopes to cut through with a blunt proposition of helping people stay out of nursing homes.
From TVs tossed out the window, to hand-knitted balaclavas, the spot features a range of playful moments where nursing home residents are reclaiming their freedom, and protesting their living arrangements.
“There’s an elephant in the room that no one is talking about in aged care marketing – the fact that for many, ending up in a nursing home is something they really fear and resist,” said Janice Hoad, national marketing and communications manager at Alpha Support at Home.
“Our campaign taps into that sentiment while also raising awareness that there is an alternative choice for many people, and Alpha Support at Home can provide that alternative.”
Nick Brz, creative director and partner at NATION, added: “‘Say no to the nursing home’ is a defiant, feel-good brand platform that denounces the condescending clichés of the aged care category and empowers a long-misunderstood audience to take back control over how and where they grow old.”
The campaign comes shortly after NATION welcomed former TBWA\Adelaide managing director and partner Joe Godsell. He joins the independent agency as its new managing director and partner, working alongside recently promoted director Katheryn Korczak, and partners Brz, Greg Knagge and Jo Fiedler.
Credits:
Brand – Alpha Support at Home
Managing Director – Joel Hepburn-Brown
National Marketing & Communications Manager – Janice Hoad
Digital Marketing Specialist – Sujan Bhusal
Creative Agency – NATION
CEO – Greg Knagge
Creative Director – Nick Brz
Art Director – Ollie Prenton
Copywriter – Alice McKenzie
Strategy Director – Courtney Hill
Project Director – Tom Benson
Agency Producer – Judi Oehme
Production:
Production Company – Mae King
Director – Nicholas Muecke
Producer – Nicola Tate
Production Manager – Eva Hodder
Unit Manager – Steve Russell
DOP – Emerson Hoskin
1st AC – Ella Burton
2ns AC – Tamryn Morriss
Gaffer – Nic Datson
Lighting Assistant – Sam Clarke
Grip – Justin Van Zyl
Grip Assistant – Django Nou
Production Designer – Gareth Wilkes
Art Assistants – Aidan Jackson-Drewett, Riley Fraser-Waters
Wardrobe Stylist – Chloe Spalding
Wardrobe Assistant – Amy Goddard
Hair and Make-up – Natasha Stone
Hair and Make-up Assistant – Bonnie Charles
Sound Recordist – Tom Wroblewski
Stills Photographer – Josh Geelen
Stills Assistants – Dylan Starczak, Ryan Cantwell
On-set Nurse – Joy Moody
Editor – Nicholas Muecke
Colourist – Greta Van Oyen
Online/VFX – Richie Coburn
Casting – SA Casting, Buckland & Gunn
Audio Engineer – Justin Astbury
Music Supervision – Mckenzie Roberts at Music Mill
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Lauren McNamara was the associate editor at Mumbrella. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS. She left Mumbrella in August 2025.
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I have been working in aged care homes for over 14 years now and I found this advert absolutely offensive and untruthful.
It is hurtful and very disheartening to even think that someone could even produce such a story
[Edited by Mumbrella]
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Loved this add.
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Great commercial with a humorous angle
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This commercial needs to be banned. Aged care homes are unavoidable for so many elderly. Everybody wants their loved ones to stay in their own homes for as long as possible but there comes a time where for the safety of our loved ones being in aged care is a necessity. There is already a bad stigma around aged care that has put fear into our elderly we don’t need absolutely offensive commercials like this to make that fear even worse. Yes there are some
Bad aged care homes around but there are also some very bad aged carers around as well. Our energy would be better spent on trying to make the care for our elderly top class regardless of if it is in aged care home or in their own home. Your commercial is disgraceful and you should be ashamed of yourselves.
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