Uniting, one of the largest not-for-profit organisations in Australia offering over 550 services across NSW and the ACT, has launched a new brand campaign that celebrates its staff’s commitment and understanding of their customers, residents and their families.
The campaign, by DDB Remedy, focuses on the quality of care provided by Uniting employees and supports consideration of Uniting’s primary services, including residential aged care, home and community care, independent living.
While Uniting’s heritage has been in aged care, raising awareness of Uniting’s services for children via early learning was also critical to the campaign.
DDB Remedy ECD Scott Smith said: “People entering aged care and or enrolling their children into early learning are at vulnerable stages of life and often facing crucial ‘change’ moments.
“From a creative standpoint, it was about sharing the way Uniting carers and educators empower and support their charges through those moments, emotionalising the brand to create a lasting connection with the audience.
“We are incredibly proud of the work and the role we’ve played in driving Uniting’s evolution to emotional advertising.”
The multi-channel campaign encompasses; press, radio, OOH, social in addition to two 30” TVCs, cutdowns and 60” versions for cinema and online.
John Bertolini – Managing Director
Scott Smith – Executive Creative Director
John Lam – Creative Partner
Leif Stromnes, Managing Director, Strategy & Innovation, DDB
Narve Thakrar – Group Business Director
Francesca Millena – Program Director
Caterina Pellegrini – Business Director
Natalie Greaves – Senior Producer, DDB
Dawn Scanlan – Senior Producer
Director: Rachel McDonald
Producer: Maury Strong
Executive Producer: Lucas Jenner
Production Company (motion): Rabbit Content
Post Production: Arc Edit
Photographer: Jonathan May
Producer: Taryn Mueller
Production Company: Flint Sydney
Sue Jamieson – Head of Brand & Marketing
Matthew Ferguson – Brand & Insights Lead
Bianca Friedrich – Brand Specialist
Diana Faddoul – Marketing Business Lead
Dawn James – Marketing Business Lead