Credit: OPAN
Now Screen and Nunn Media have been appointed by the Older Persons Advocacy Network (OPAN) to develop a national campaign promoting the Aged Care Advocacy Line.
The agencies were selected following a competitive three-way pitch.
The campaign aims to raise awareness of free and independent advocacy support available to older Australians receiving government-funded aged care services.
The timing comes ahead of major federal reforms, with a new rights-based Aged Care Act due to take effect from November 1.
OPAN, a national network of nine not-for-profit organisations, was established in 2017 to provide independent support to older people navigating the aged care system.
“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 issues with their government-funded aged care providers.”
Now Screen CEO Mark Silcocks said the pitch process highlighted a key insight.
“The fascinating revelation in this brief was just how powerless many older people feel,” he said.
“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 creative centres on an easy-to-remember 8-7-6 sonic device, representing the phone number 1800 700 600.
“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,” Now Screen’s global creative director, Dana Holder, said.
OPAN’s Diana Vizard said the agencies were chosen for their nuanced approach and understanding of the older audience.
“They struck just the right note of realism, empathy and building hope,” Vizard said.
The campaign will run across TV, print, radio and digital channels.
Melanie Otuhouma, group account director at Nunn Media, said legacy media remains important, but digital plays a growing role.
”At the same time, this audience is highly engaged with online news and social platforms, so we’ve also harnessed Meta, YouTube and Search to reach them where they’re most active,” she said.
The campaign is scheduled to roll out nationally ahead of the legislative changes in 2025.
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