New Aged Care Campaign Recognises Individuality

New Aged Care Campaign Recognises Individuality

PresCare has just launched a new TV and online campaign via agency BCM, to promote its in-home services.  The new campaign recognises the importance of individuality and people remaining independent no matter their age.

Kate Holloway
Posted by Kate Holloway

Despite having been established for more than 85 years, PresCare has continued to evolve its service offering to meet the changing needs of a growing sector.

Following the transformation of the Australian Aged Care sector, PresCare took the opportunity to review its brand and marketing activity, and appointed BCM in late 2016, to develop a clear strategic positioning and new creative direction for the brand.

This coincides with changes to the Australian Aged Care support model which are taking place at the end of February 2017, enabling consumers to direct their Government funding to their provider of choice.

PresCare’s new campaign recognises the importance of people remaining independent no matter how old they are.

“It moves away from the one size fits all approach and clichéd imagery this sector has been immersed in for too long, and recognises the individuality, abilities and characteristics of our ageing baby boomer generation who want control, choice and independence. We celebrate the individual and recognise that people are all different,” stated PresCare’s chief executive officer, Greg Skelton.

The new PresCare strap line ‘It’s more you’ reflects this independent, individual sentiment.

BCM’s managing director, Kevin Moreland said “We’ve worked closely with the PresCare team on developing and refining the brand’s positioning to be more contemporary for today. ‘It’s more you’ perfectly encapsulates PresCare’s ethos and strong focus on providing care which is appropriate for the individual. The new campaign will help PresCare deliver this message to a wide audience,” he added.

The TV will be supported by online content across social media channels.

CREDITS

BCM & Taxi Films

Media: BCM
Client: PresCare
Client contact:  Michele Prescott, General Manager, Customer Experience