The human faces of aged care and retirement
Aveo Care Staff
Aveo is one of Australia’s leading providers of retirement and aged care communities, with over 90 communities across Australia. Operating in a sector where public trust is at an all-time low and frequently under the microscope of government scrutiny, the industry at large continues to face major brand challenges.
Surveys of existing Aveo community residents consistently find that Aveo staff are considered almost like family by many of the residents. In an industry where that sadly comes as a surprise to many, Aveo asked us to bring their fabulous staff into the spotlight.
In order to ensure authenticity, we have consistently used real residents in all Aveo advertising. So, when it came time to tell the story of what makes Aveo communities different, we went straight to the people who make it so, real Aveo staff members.
Knowing the difficulty of gaining great performances from amateur talent, we contracted well-known Australian photographer Carlos Alcaide from Hell Studios to shoot the campaign under our guidance. Carlos specialises in capturing fantastic images of even the most reluctant of performers and the results speak for themselves.
The campaign has helped to bring a human face to the Aveo brand in a sector that is currently operates under public scrutiny and scepticism.
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