A national campaign urging increased support for aged care residents, with the tagline ‘It’s not too much to ask’, has been launched in the lead-up to the federal budget.
The Australian Nursing and Midwifery Federation campaign, developed with The Shannon Company (TSC), highlights the findings of the recent Royal Commission into aged care, including chronic staff shortages frequently leaving residents in need of pain relief, and malnourished or at risk of malnourishment.
TSC creative director Stuart Nightingale said leveraging the findings of the Royal Commission played a critical role in the creative strategy.
“Our behaviour change process involved testing true stories from aged care facilities which, in most cases, were seen by the general public as being ‘unbelievable’,” Nightingale said.
“But when we added references to the Royal Commission, people’s reactions changed very quickly; they went from being sceptical to being genuinely concerned.
“They saw the humanity of our mums, dads, grandmothers and grandfathers being eroded in residential care simply because there aren’t enough staff to ensure the basics, things like support with eating and pain relief, are delivered consistently.
“The campaign is really about humanising our aged care residents, showing their typical stoicism and not wanting to be too much bother, and that they deserve the help and support that legislated and appropriate staff-patient ratios will deliver.”
The campaign, supported by radio, television, digital and mobile billboard assets, calls on the federal government to legislate staff ratios laws to better care for elderly nursing home residents.
Assets can be found throughout the electorates of the federal Treasurer, Minister for Health and Aged Care, and Shadow Opposition Spokesperson on Aged Care.
Credits for the campaign are as follows:
Client: ANMF
Federal secretary: Annie Butler
Assistant federal secretary: Lori-Anne Sharp
Political director: Sue Bellino
Communications and campaign assistant: Kristy Male
Social media and digital officer: Nicole Foote Lenoir
Creative and strategy: The Shannon Company
Creative director: Stuart Nightingale
Senior art director: Kim Hellier
Strategy: Michael Daddo, Sharon Bullen
Web development and build: StartUp Studio, Lily Tidy
Director: Damian Pleming
Edit: Mr Fox
Sound: Production Alley
Featured image source: YouTube/ANMF Australian Nursing Midwifery Federation
