"It was time to break a few rules and present a more optimistic and active category perspective."
The Royals has created Australian Unity's first major campaign for its Home Health & Care business, 'Rewrite the rules of living', which challenges outdated stereotypes of ageing.
The campaign demonstrates how, with Australian Unity, life keeps moving with home health and care that adapts to Australians' needs, giving them independence at home. The integrated campaign features TV, radio, online and social executions.
"Who said the rules of ageing can't change?" said Trisha Vessey, general manager customer and marketing at Australian Unity.
"At Australian Unity we are empowering older Australians to age actively and independently — at home. 'Rewrite the rules of living' perfectly captures how our home health and care services adapt and move with our customers — ensuring their later years are lived with purpose, confidence and enthusiasm."
Australian Unity Home Health is an integrated healthcare business and the largest provider of home care in Australia. In 2024, it acquired MyHomeCare, expanding its home health and care offering in the £8.8 billion sector.
"The home health and care sector all too often portrays its audiences as passive participants waiting for life's inevitabilities," said Andrew Siwka, founder and managing partner at The Royals.
"It was time to break a few rules and present a more optimistic and active category perspective."
Credits
Client: Australian Unity
Creative Agency: The Royals
Production: DIVISION
Director: Riley Blakeway
Photographer: Dean Podmore
Casting: Byrne Creative
Post House: White Chocolate
Music/Sound: Mosaic Music & Sound
Media: Initiative and Social Garden
