In recent years, the context has significantly changed for the aged care industry. And not for the better.
With the spotlight toggling between isolated and mistreated clients and overwhelmed staff receiving poor pay – the bad news overshadowed the good.

BaptistCare had an opportunity to speak their truth and in doing so, elevate themselves and stand apart from the poor perception of the industry.

Avoiding the clichés that often define the sector, we created a campaign that was emotional, real and three-dimensional by giving a voice to the most important thing – the people – who are beating heart of the industry.

Through a series of films and outdoor, our campaign pulled together the observed and unguarded moments of interaction, reflection and connection of various BaptistCare community members.