Following a three-way pitch, Now Screen and Nunn Media have been selected by the Older Persons Advocacy Network (OPAN) to develop a new campaign to promote the Aged Care Advocacy Line on 1 800 700 600.
OPAN was established in March 2017 and is funded by the Australian Government to provide a national voice for aged care advocacy. It’s a national network of nine State and Territory, non-profit organisations that provides free, confidential and independent information and support to older people seeking or receiving government-funded aged care as well as their families and other representatives.
“Our advocates assist tens of thousands of older people to resolve their issues with government-funded aged care services every year,” said Craig Gear the CEO of OPAN. “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.”
The timing of this campaign couldn’t be more critical with the Federal Government aged care reforms involving a new rights-based Aged Care Act due to come into effect on November 1, 2025.
“The fascinating revelation in this brief was just how powerless many older people feel. 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,” said Mark Silcocks CEO Now Screen.
“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,” said Dana Holder, global creative director, Now Screen. “The animated number and three-note sonic help land the message that getting support is as easy as 8-7-6.”
“Now Screen and Nunn Media impressed us with their deep understanding of our older audience, our wonderful advocates, our national footprint with multiple stakeholders and what we were all trying to achieve with this initiative,” explained Diana Vizard, OPAN manager of communications and engagement. “They struck just the right note of realism, empathy and building hope.”
The national multi-channel campaign spans TV, print, radio, and digital platforms.
“As you’d expect, legacy media plays an important role in the mix,” said Melanie Otuhouma, group account director at Nunn Media.
“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.”
Credits:
Client: Older Persons Advocacy Network
CEO: Craig Gear
Manager Communications & Engagement: Diana Vizard
Creative Agency and Production Company: Now Screen
CEO: Mark Silcocks
Global Creative Director: Dana Holder
Art Director: Manuel Rey
Global Producer: Aryani van Dam
Director: Jason Wingrove
Editor: Esteban de la Concha
Sound: Mark Gluhak
Media Agency: Nunn Media, Sydney
Managing Director: Chris Walton
Group Account Director: Melanie Otuhouma
Head of Strategy: Michelle Miroforidis
Account Manager: Lisa Plummer
Senior Digital Manager: James Rigby
