Confronting ageism.
Aged care provider Whiddon is confronting ageism in a campaign via independent creative agency Ardent.
90% of adults agree ageism exists in Australia, 83% consider it a problem, and 64% of older Australians say they’ve been affected by ageism in the past five years, according to Whiddon.
‘More to Me’ campaign employs documentary‑style storytelling across video, digital, print and social platforms to spotlight four Whiddon residents whose lives showcase the stories behind the faces living in aged care.
"Too often, society sees aged care residents through the lens of decline rather than recognising the incredible lives they've lived, and continue to live,” said Whiddon CEO, Chris Mamarelis.
“In aged care, looking beyond age and recognising the person is fundamental. That belief sits at the heart of ‘More to Me’, a campaign that challenges assumptions and celebrates the lives, stories, and individuality of older Australians.”
The campaign launch includes long‑form and short‑form video assets, bespoke social content, targeted print and digital placements and earned media amplification.
“More to Me” demonstrates how a full-service mindset, driven by insight and crafted with empathy, can create work that resonates beyond category conventions,” said Ardent managing director, Danny Massa.
“Our partnership with Whiddon is a testament to what integrated creative and media strategy can achieve.”
