Mirum, part of WPP AUNZ-owned Wunderman Thompson, has been appointed to help develop and implement the national Elder Abuse Knowledge Hub for Elder Abuse Action Australia (EAAA) following a competitive pitch.
EAAA was recently formed by the Commonwealth Attorney-General’s Department (AGD).
Mirum will partner with EAAA, in a digital and creative capacity, to develop and launch a national knowledge hub on elder abuse.
The three-year contract awarded to Mirum will see the business work with EAAA to help address and bring an end to elder abuse which is still prevalent in Australian society.
“Using a clever mix of technology and creative is at the core of what we at Mirum and Wunderman Thompson stand for,” says Claire Van Heyningen, managing director, Mirum and partner, Wunderman Thompson.
“It is a shocking reality that the abuse of older Australians is common place and many Australians have no idea it’s occurring, or what it looks like.
"This is an important human rights issue, and we are proud to be working with EAAA and the AGD to help raise awareness of the issue and ultimately help eradicate it.”
The contract will encompass a multi-faceted approach delivered over multiple phases, including the creation of a brand architecture plus positioning, and a national online knowledge hub aimed at raising community awareness on the topic and connecting people with the right services.
An awareness campaign will support the launch of the national platform.
Diedre Timms and Russell Westacott, co-chairs EAAA, say conversations around elder abuse need to be treated as a priority.
“This is a serious issue and we needed a partner with deep technical and creative capabilities, as well as proven competency in working with government to drive awareness and ultimately change cultural perceptions. We have found this in Mirum and Wunderman Thompson, and we are all committed to the challenging job ahead.”
Work has already commenced with the MVP and associated campaign expected to be in market by November 2019.
Prior to the merger, WPP launched digital agency Mirum within J. Walter Thomspon to strengthen the creative agency's digital offering.
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