In this presentation, we will address how communications can be applied as a tool for impact in aged care, improving access, advocacy, understanding and engagement. We will explore the emerging discipline of social impact, and how addressing social problems and needs is becoming ever more important to establishing trust and achieving business outcomes.
Recent research conducted by our agency indicates that 41% of Australians have a negative view of aged care. That view is informed predominantly by the media and bad publicity. People who are only just experiencing aged care, often arrive with negative perceptions and usually at a point of personal crisis.
In this context, aged care communicators have an important role in ensuring people are informed and empowered along their customer journey, supporting better decisions and better health and wellbeing.
We will explore how communicators can:
- Approach projects through a shared value lens – defining, expanding and measuring the impact on the health and happiness of Australians while delivering business outcomes
- Embody social purpose within brand communications – gaining trust, respect, differentiation and longevity
- Develop multi-channel interactions with a shared purpose
We will present case studies from our Gold Quill Merit Award winning campaign Possible, a purpose-led campaign for national aged care and disability support provider, Just ... Read More