It’s still extraordinary to find an advertising campaign for older Australians that doesn’t patronise them. The “youth is godliness” industry making them, is slow to learn.

Awaken’s campaign for residential aged care provider, Opal HealthCare is extraordinary, made with the delight of humour that is adult and naughty and the fun of a plot twist. Its characters are ageless in spirit, as they should be.

The campaign series aims to connect with Australians exploring aged care options for their ageing loved ones. By shifting the narrative, it encourages families to view residential aged care as a means to enrich their loved ones’ quality of life. The usual narrative, putting a “declining” human somewhere to gain the care they need, is disheartening isn’t it?

Awaken creative strategist, Amelia Morgan, stated, “Opal HealthCare knew that aged care needed a new story. This campaign speaks to families who want the best for their loved ones but feel hesitant. It celebrates the joy of Aged Care while addressing the guilt families may feel. Find Your Community highlights how residents can truly thrive in a warm, supportive environment.”

While the campaign references compelling research that underscores the health risks of isolation, its characters are shown thriving.

[Awaken CEO, Chris Parker even makes an appearance in one of the commercials as a tradie, showing that leadership at Awaken isn’t just about vision but also a willingness to roll up their sleeves, or in this instance take them off, to get the job done.]