Anglicare Sydney partnered with strategic creative studio Frost* Collective to launch a campaign for the final release of its premium residences at Woolooware Shores, Anglicare Sydney’s waterfront seniors community in the Sutherland Shire.
The newly launched brand identity for Woolooware Shores aims to shift perceptions of ageing and seniors living by showcasing empowered, active seniors living life on their own terms – activated across OOH and social.
Frost* Collective’s head of place, Cat Burgess, described the approach as a “perceptual shift away from traditional retirement village marketing, meeting older Australians where they are and how they want to be seen.”
DEC PR led the earned media campaign with the insight that ageism is rife in public discourse and older Australians are particularly besieged when it comes to prejudice and discrimination.
Integral to the campaign is the release of a compelling short documentary that challenges misconceptions and highlights the vibrancy of life for older Australians. Produced by Grainger Films in collaboration with project consultant Kirk Docker, the film draws inspiration from Docker’s critically acclaimed ABC series You Can’t Ask That.
Fourteen residents from Anglicare Sydney retirement villages were asked a series of questions live, designed to uncover their unfiltered thoughts, feelings, and experiences as an older person.
The documentary aims to capture a deep curiosity, compassion and playfulness that elicits honesty from people, many of whom have never sat in front of a camera before.
Credits:
Strategy, Content Production & PR: DEC PR
Production of ‘Unashamedly Old…But Won’t Be Told’ documentary: Grainger Films
Creative Consultant of ‘Unashamedly Old…But Won’t Be Told’ documentary: Kirk Docker
Brand & Marketing (Woolooware Shores): Frost* Collective
Client: Woolooware Shores by Anglicare