Advancing Health and Wellbeing into Old Age throughout life · Advancing Health and Wellbeing into Old Age – throughout life ... Gerard Mansour CEO Aged and Community Care Victoria

Advancing Health and Wellbeing into Old

Age – throughout life

Gerard Mansour Aged & Community Care Victoria

Maree McCabe Alzheimer’s Australia Vic

Christine Bolt Alzheimer’s Australia Vic

Presenter – Aged and Community Care Victoria

Gerard Mansour CEO Aged and Community Care Victoria Aged & Community Care Victoria (ACCV) is the peak body for aged care

in Victoria, acting as the united voice for providers and other

organisations associated with aged and community care. ACCV exists to

promote, encourage and assist the health and care needs of aged and

community care clients by providing Members with accurate and relevant

information, services, advice and leadership

Presenters – Alzheimer’s Australia Vic

Maree McCabe CEO

Christine Bolt Communications and Media Manager

Alzheimer’s Australia Vic is the peak body for dementia in Victoria.

Role is to empower and enable those people living with dementia,

their families and carers and advocate on their behalf. Provide

leadership, counselling, education, risk reduction and early

intervention programs, and National Dementia Helpline

An initiative of the ACCV

Marketing & Communications

Industry Reference Group

The creation of Be Inspired!

,.

Be Inspired!

Objectives of the workshop

•Overview of campaign

•Identify actions to develop similar campaign

•Identify partners

•Collaboration & partnerships

•Identify framework

Purpose

•To encourage older people to fulfil a lifelong desire or

dream and be inspired to enjoy life

•To ‘connect to the soul’ of our clients

•To promote positive ageing

•To enhance the perceived image of the aged care

industry

•To assert confidence in the industry within the

broader public



Aims

•To enhance the image of the aged care industry in

Victoria

•To demonstrate the effectiveness of a joint industry

initiative

•Engage with key stakeholders, including State

government

•To establish a campaign model for wider use during

the Victorian Seniors Festival


The accidental journey

•Increasing numbers of marketing professionals

employed by Aged Care Providers

•ACCV members rated ‘improving image of industry’

as a key objective for the industry

•ACCV invited members to join a newly created

Marketing Reference Group

2009 The journey commences

Developing the Group

•Monthly meetings of the Marketing Reference Group

•Terms of reference were developed identifying Group

members, purpose, frequency of meetings, roles,

responsibilities, parameters

•Coordinator appointed from ACCV as central contact

for the Group

•Committee chair was appointed

2009 The journey commences

Developing the Group

•Development of key messages and objectives

•Meetings were guided by an agenda

•Campaign commenced with the brainstorming

•Contacts and resources were shared

•Resources were pooled to provide a budget

•KEY OUTCOME – BUILD A PLAN BASED ON THE

‘MAKE A WISH’ THEME

Key messages:

•Ageing is a positive phase in life and a time when

seniors can continue to achieve their dreams

•Our residents and clients are living proof that ageing

is no barrier to continuing to live life to the fullest

•Victoria’s aged care industry is helping to inspire

older Victorians by showcasing the spirit and vitality

of our seniors during the Seniors Festival

2009 The journey continues

2009 wish granting

Purpose

•To build an activity or event to grant the wishes of

residents leveraging promotion off Seniors Week

• Each provider managed their in house activity

• Each provider coordinated their Lifestyle staff to

gather wishes from residents

• Each targeting local media

•As a group all wishes sourced were reviewed to

select those that would be promoted statewide

“To be reunited

with my

brothers and

sisters for the

first time in

decades.”

Margaret’s wish

Margaret: “There were lots of tears…It was like a dream. I kept

thinking I’d wake up and it wasn’t really happening. The more I

think about it, the more grateful I am.”

“My only wish was

to see a live

performance from a

bagpipe player, the

instrument James,

my late husband,

used to play.”

Photo courtesy of Heidelberg Leader

2009 Wish granting

2009 Wish granting

Wishes granted included:

•‘Behind the scenes’ visit to see the elephants at Melbourne Zoo

•George went hot air ballooning

•Frank received a new electric bed to assist him with his post

polio syndrome

•Marie travelled from regional Victoria to go shopping at

Chadstone with her daughter – her first shopping trip to

Melbourne in year

•Bob’s dog ‘Reg’ had a much needed operation on his ear

•Nancy went to the theatre to see Billy Elliott

•Matt received a new fridge with his grant

2009 Evaluation - this was a

HIT!! • Success of the local media campaign reviewed

• Focus of media was the positive experience of residents

• Highlighted was the power of the stories of these

individual experiences

• Group realised the possibility of a more cohesive

campaign effort that was less localised and could achieve

broader media coverage and consistency in delivery of

key messages

2010 ‘Be inspired!’ is born

• Group workshopped a campaign name

•Wishes were sourced from residents earlier, these were

reviewed

•The motor bike ride emerged as a common theme

•This was the beginning of ‘the group Harley Davidson

ride’ media opportunity

2010 Be Inspired! across

Victoria

•To support the campaign – providers across Victoria

were encouraged to participate in the 2010

campaign.

•Providers joined together to grant the wishes of their

clients and families – as in 2009 – in the lead up to

the campaign launch of Seniors’ Week Festival in

October

2010 ‘Be inspired!’ actions

•Agreed on a campaign budget

•Each provider’s CEO and resident riding together on a

Harley Davidson in convoy around the city

• ACCV introduced the campaign idea to state department

that manages the Seniors Week Festival

• ACCV acted as the liaison point throughout the campaign

• The intergenerational celebration dance was planned for

arrival at Federation Square

•Information stand at Federation Square arranged, multiple

banners, provider information

•Promotional badges and T-shirts sourced

2010 Be Inspired! launch








2010 Be Inspired! Evaluation

Media ‘Loved’ it

Media strategy

•Seniors gear up to put pedal to the metal and prove

age is no barrier for living life in the fast lane! –

media release 3 days prior, media alert on launch

day

•3 x grabs from interview with campaign

spokesperson Gerard Mansour – radio release 3

days prior


Media coverage success

•TV - Be Inspired – Channel 9 & 10 6pm Nightly News -

•Print - Pat leads the pack at age 73 - The Age, Rolled in for festival fun

- The Senior, Victorian State Update - Australian Ageing Agenda

•Radio - Pat Desmond with Red Symons on Be Inspired campaign -

ABC 774 Breakfast,

•Radio grabs used in news bulletins - Ballarat 3BA; Power Bendigo;

Bendigo & Castlemaine KLFM; Wangaratta 3NE Edge; Gippsland SC

Local; South West Victoria; Gippsland Gold/3TR; Deniliquin & Northern

Vic 2QN; Shepparton One FM 98.5; Albury/Wodonga 2AY

•Online - On your bike - Aged Care Insite, Age is no barrier for living life

in the fast lane - DPS enews, Get on your bike Victoria - Australian

Ageing Agenda

•Estimated Advertising Equivalent Rate $100,000 (AUD)

Outcomes

•We encouraged older people to fulfil a lifelong desire

or dream

•We promoted a positive image of ageing

•We enhanced the image of the aged care industry

•We demonstrated the effectiveness of a joint industry

initiative

•We established a successful campaign model for the

future


2011 Be Inspired! Age well, it’s your choice

Planning for new campaign

•Created tag line for a new year

•Brainstormed lots of different ideas

•Consulted lists of wishes to be true to original aims

•Driving a V8 car on the Grand prix track stood out

•Information stall agreed on this time with joint

banners

•Interactive activity at stall needed –decided on a

racing car simulator ride



•Seniors Week Festival welcomed Group return

•Assisted in arranging Minister to attend

•Given prime location of stall

•Government had noticed our 2010 success

•Very obvious the government wanted to work with

Group



•As a result of 2010 success new members welcomed

to Group

•Tasks allocated for sourcing cars, flags, drivers

•Group suggested residents with media friendly

stories, identified strongest

•Budget agreed



•Group worked well together, more efficient,

relationships stronger

•Rewarding for the individual professionally and

socially

•Useful networks – group emails often appear

requesting assistance, contacts, feedback –

supportive within a competitive environment

•Many original members still in Group


Seniors Week launch 2011

•24 CEOs and Clients rode in 12 V8 cars around

grand prix circuit

•Arrived to flag waving at Federation Square

•Greeted by Minister who then joined 97 year old Mim

in a racing car simulator challenge

•Energy and excitement abounded


Seniors Week launch 2011

•Media friendly element always led the decision

•Documents developed – Event brief, media release,

media alert, running sheet

•Ray, 73 year old hot rod racer identified

•Mim, 91 identified as enthusiastic, the V8 car ride –

her wish







Evaluation

Media strategy

•Seniors get their motors running to prove age is no

barrier to living life in the fast lane – media release,

media alert

•Radio grabs released


Evaluation

Media strategy

•Seniors get their motors running to prove age is no

barrier to living life in the fast lane – media release,

media alert

•Radio grabs released

•3 spokespeople, Gerard Mansour, Mim, 97 and Rod

74


Evaluation

Media coverage success

•TV – 7, 9, ABC1, ABC24 evening & late Nightly News

•Print – Australian Ageing Agenda

•Radio – 19 stations’ news bulletins state-wide

•Online – Australian Ageing Agenda, SeniorAU, ABC

News Online, DPS News

•Estimated Advertising Rate Equivalent $150,000

(AUD)

Members of the ACCV Marketing & Communications

Industry Reference Group

?

Be Inspired Campaign Workshop

Presenter

Christine Bolt Alzheimer’s Australia Vic

Be Inspired!

Objectives of the workshop

•Overview of campaign

•Identify actions internally to develop similar

campaign

•Identify partners

•Collaboration & partnerships

•Identify framework

•Develop draft strategy

Be Inspired!

Workshop

•Structure of your group – what will work?

•Government, agency, event

•Intergenerational possibility

•Brainstorm project idea

•Resources – what do you need?

•Budgets

•Outcomes