A Life
Changing Life
Background
Australia’s ageing population is creating an urgent need to grow the care and support workforce. 140,000 new workers are needed by 2024. That’s an increase of 43%. But it’s not just about numbers. It’s about building a workforce with the right skills and qualities to meet the changing needs of Australian veterans and seniors and people with disabilities.
CHALLENGE
The care and support sector has an image problem. Gloomy, clinical and one dimensional. Driven by cultural attitudes, a Royal Commission and negative media portrayal. How to attract a new generation of care and support workers to a sector with such a bad reputation?
sOLUTION
We needed to rewrite the story. To refocus the conversation and reset the sector.
We needed to change perceptions, attitudes and ultimately behaviour. To tap into the belief that people think they are destined for something with a higher calling. A Life Changing Life. Offering people purpose, meaning and work that contributes to society, others and themselves.
ReSULTS
As of the end of June 2022, 5.73 million users had seen the campaign across owned and paid social channels. And a massive 1.14 million people had visited the campaign website. Campaign tracking found audiences most commonly recalled the message ‘you can change lives, including your own, by working in the care and support sector’. A Life Changing Life has disrupted outdated perceptions. And changed the perception of a career in the care and support sector to what it truly deserves to be. Life changing.
TVC - DARCY, JAKE and CAROLINE
TVC - ELIZABETH And MANDY
PREROLL
PREROLL
