Date: 15 July 2018

Whiddon launches new social campaign to showcase exceptional care and stories in the aged care industry, challenge stereotypes and change perceptions of aged care.

The campaign, ‘Aged Care Reimagined’, is designed to highlight a selection of the feel-good, inspirational stories that are so common in aged care but do not get enough focus. Showcasing the variety of care provided and the joy it brings, the campaign is about breaking down pre-conceived notions and stereotypes.

Published across Whiddon’s Facebook page from July through to November, the campaign is made up of five key narrative themes. Each aims to share the various benefits of the approaches and programs Whiddon have implemented across their aged care homes.

Aged Care Reimagined Themes:

  • Active Ageing – showcasing the range of activities that help residents keep mobile, from Tai Chi and group personal trainer sessions, to drumming and walking groups.
  • The the Art of Ageing – highlighting how residents explore their creative passions and hobbies to give them a sense of purpose and accomplishment.
  • Live Your Best Week – featuring Whiddon’s Best Week program where residents rediscover their passions from the past and relive these moments, be it riding on a motorcycle to watching an NRL match live in stadium.
  • Connected Care – demonstrating how keeping connected with family and fellow residents through technology and social activities is made possible.
  • Creature Comforts – revealing the benefits of pet therapy, introducing resident hens and dogs and exploring how they assist in companionship.

Chris Mamarelis, Whiddon CEO, said: “When it comes to breaking down stereotypes, seeing is believing. That’s why we want to shine a bright light on what’s important to us at Whiddon – our residents’ quality of life – and showcase to the nation what aged care really is.

Meet Bette, our 99 year old motorcycle rider

“It’s about time we reimagined the sentiment around aged care and open eyes to the goodness of our industry and its people, starting with our creative ageing programs that bring enjoyment and health and wellbeing benefits to all our residents.”

Amiria MacKinnon, Whiddon General Manager Marketing & Communications, added: “There are so many incredible and uplifting stories within the aged care industry. That’s why we’re launching this campaign to combat negative sentiment and hero the creative approaches taken to making our residents feel connected, happy, healthy and fulfilled.

“For us, what’s important is pushing for recognition of the positive work that goes on within our industry and heroing those amazing individulals who make it happen.”

 

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