Following a competitive 3-way pitch.
Now Screen & Nunn Media have been appointed by the Older Persons Advocacy Network (OPAN) to develop a campaign to promote the Aged Care Advocacy Line on 1800 700 600 in a 3-way pitch.
“Our advocates assist tens of thousands of older people to resolve their issues with government-funded aged care services every year,” said OPAN CEO Craig Gear.
“They help older people understand and exercise their aged care rights, find aged care services that meet their needs, and solve any problems with their government-funded aged care providers.”
OPAN was established in March 2017 by the Australian Government.
It’s a non-profit organisations that provides free, confidential and independent information and support to older people seeking or receiving government-funded aged care as well as their families and other representatives.
“The fascinating revelation in this brief was just how powerless many older people feel," said Now Screen CEO Mark Silcocks.
"They’ve gone through a life of fighting wars and literally changing the world and suddenly no-one is listening to them, they feel ignored and they stop speaking up for themselves."
The campaign comes amidst the Federal Government aged care reforms involving a new rights-based Aged Care Act due to come into effect on November 1.
“We wanted to make them feel empowered to stand up for their rights again and show how a simple call to the Aged Care Advocacy Line can help,” said Now Screen global creative director Dana Holder.
“The animated number and three-note sonic help land the message that getting support is as easy as 8-7-6.”
OPAN manager communications & engagement Diana Vizard said that Now Screen & Nunn Media impressed with their deep understanding of older audience, wonderful advocates and its national footprint with multiple stakeholders.
“They struck just the right note of realism, empathy and building hope," Vizard said.
The campaign is live across TV, print, radio and digital platforms.
“As you’d expect, traditional media plays an important role in the mix,” said Nunn Media group account director Melanie Otuhouma.
“At the same time, this audience is highly engaged with online channels, so we’ve also harnessed trusted online news publishers, Meta, YouTube and Search to reach them where they’re most active.”
Credits
Client: Older Persons Advocacy Network
-
CEO: Craig Gear
-
Manager Communications & Engagement: Diana Vizard
Creative Agency and Production Company: Now Screen
-
CEO: Mark Silcocks
-
Global Creative Director: Dana Holder
-
Art Director: Manuel Rey
-
Global Producer: Aryani van Dam
-
Director: Jason Wingrove
-
Editor: Esteban de la Concha
-
Sound: Mark Gluhak
Media Agency: Nunn Media, Sydney
-
Managing Director: Chris Walton
-
Group Account Director: Melanie Otuhouma
-
Head of Strategy: Michelle Miroforidis
-
Account Manager: Lisa Plummer
-
Senior Digital Manager: James Rigby
