Reframing the conversation on aged care
Freedom Aged Care
The Freedom Aged Care business model is significantly different to those of other aged care operators, providing a genuine alternative to a nursing home for those that are prepared to pay for a premium experience.
When most Australians think of an aged care community, the expression ‘nursing home’ comes to mind, together with cliched imagery like poor food and communal living spaces. The Freedom Aged Care offer is a very different experience, so we were challenged to set it apart from the more pedestrian competitors in the market.
The campaign clearly and simply brings to life why Freedom is so different to a traditional ‘nursing home’. We see how families are encouraged to visit their relatives at all times, including dining with them in the community’s own restaurant. We see that residents can have their much loved pets live with them. We are invited to think about what a difference it can make having the privacy and security of their own individual home, not just a bed in a shared space. And we are reassured that all care services are delivered individually by highly-trained care staff in their own home and that couples can continue to live together, even if their care needs are different.
Freedom had built their business by building aged care communities in regional Queensland and their creative approach very much reflected that market. As the company moved into metro markets in Brisbane and Melbourne, that approach began to feel less relevant. This new campaign was part of a refresh of the Freedom Aged Care brand that continues to this day, bringing with it a far more contemporary and polished approach to advertising for the brand.