For most people in Australia, the words “aged care” conjure up generic, beige images of seniors being helped by nurses. Yet, those who are facing the reality of needing support at home don’t see themselves that way: they’re vibrant, lively, and they’ve lived a full life. Enter Uniting Home Care’s latest campaign: a candid, bold, and heartfelt take on celebrating seniors who live life on their own terms, even when ageing throws up new challenges.
Australia is ageing rapidly with a projected 80,000 baby boomers turning 80 by 2027, which has led to the July 2025 Aged Care Act, improving care standards and funding to promote people living at home longer.
This was the perfect storm for Uniting’s Home Care services to reach Australians with higher care needs, and their families, and show them that receiving support does not mean losing your independence. In fact, it’s quite the opposite. It empowers you to live your life, your way.
Most campaigns in the ‘aged care’ space lean heavily on clinical support rather than the emotional impact of receiving support. Uniting needed to break out of this mould to create cut-through.
To make our job even easier, we had to speak to several audiences: the resisters, the acceptors, and the influencers (adult kids). It meant that we had to speak to the human truth of home care. It’s a complex and varied service that not only involves supporting people’s evolving needs but going above and beyond that care to empower those we serve.
‘We do home care, you do your thing” positioned Uniting as the home care experts, empowering seniors to keep doing the things that they love.
This bold and authentic campaign was centred around capturing the vibrant personalities of our seniors through portrait photography, caught on film, not digital,giving the viewer a sense of familiarity and nostalgia.
These people were real and diverse – from Barbara going for a beach walk with her guide dog at the beach to Todd cheering on the footy. Each featuring quintessential Australian metro and regional backdrops that showcased personality and energy, breaking the beige category conventions.
Last but not least, we framed these emotive moments using Uniting’s signature Lilly Pilly magenta, to symbolise the warmth and optimism of Uniting’s support.
We acknowledge the Traditional Custodians of the land upon which we create, the Gadigal People of the Eora Nation. We pay our respect to their Elders past and present, and extend that respect to all Aboriginal and Torres Strait Islander peoples today.
Always was, always will be, Aboriginal land.