Whiddon Launches Powerful "More to Me" Campaign to Transform Perceptions of Ageing
New campaign reveals the extraordinary stories behind Whiddon’s aged care residents in the lead up to the NSW Seniors Festival and issues a poignant reminder to Australians to look beyond age and recognise the person.
1 February 2026
Sydney, NSW
Leading aged care provider Whiddon today launches its most thought-provoking campaign yet, “More to Me”. The campaign shines a light on the remarkable lives of Whiddon residents, challenging stereotypes and inviting Australians to see beyond the surface and recognise the person within.
Rooted in Whiddon’s mission to enrich lives through relationship-based care, “More to Me” celebrates the wisdom, vitality, and lived experiences of older Australians. It asks the nation to reconsider assumptions about ageing and to honour the unique stories that shape each resident’s life.
"Too often, society sees aged care residents through the lens of decline rather than recognising the incredible lives they've lived, and continue to live,” said Whiddon CEO, Chris Mamarelis.
“In aged care, looking beyond age and recognising the person is fundamental. That belief sits at the heart of ‘More to Me’, a campaign that challenges assumptions and celebrates the lives, stories, and individuality of older Australians.”
The campaign responds to a stark reality: 90% of adults agree ageism exists in Australia, 83% consider it a problem, and 64% of older Australians say they’ve been affected by ageism in the past five yearsi. "More to Me” confronts these perceptions head-on, revealing the vibrant contributions of older Australians who have shaped communities and history.
The "More to Me" campaign stars four compelling Whiddon residential aged care (RAC) residents including:
- William ‘Bill’ Kerr from Mudgee, "Protector of Royals" – A 86-year-old former detective who spent his career in the shadows, quietly protecting royalty and dignitaries on the world stage, but whose greatest pride grew from protecting and raising his family.
- Holly Hart from Largs, "The Heart of Her Family" – A 90-year-old former hospital cook who transformed a life of early hardship, including being unable to read or write, into strength and became a beloved family matriarch.
- Roslyn 'Ros' Stanford from Narrabri, "The Teacher Who Taught a Town" – A 85-year-old beloved kindergarten teacher whose decades in the classroom created a generation-spanning legacy and made her somewhat of a celebrity in her country town.
- Samuel 'Sam' Darke from Grafton, "Witness to a Nation's Secret" – A 93-year-old RAAF veteran who drove British scientists to Australia's first nuclear bomb test at Emu Field in 1953. It took over seven decades for Sam to receive recognition for his service, awarded the British Nuclear Test Medal in 2024.
“More to Me" brings these personal narratives to life through compelling visual storytelling that blends vivid colour and black-and-white photography to honour both the passions and resilience of Whiddon's residents. The campaign features intimate mini documentaries showcasing each resident alongside their families and carers, creating powerful storytelling that encourages empathy, understanding, and a deeper appreciation for the individuals who have shaped our society.
Research underscores the importance of positive perceptions of ageing. Individuals with a positive outlook on ageing live, on average, 7.5 years longer than those with negative perceptionsii. “More to Me” encourages Australians to embrace, celebrate, and learn from older generations, strengthening bonds and fostering compassion.
A recent report released by the Australian Human Rights Commission in November 2025iii, delves into the prevalence and impact of ageism in healthcare, highlighting the need to embed person-centred age-inclusive care, strengthen workforce education and training, and promote co-design with older adults to overcome current challenges.
“This report reinforces why we work so hard to advocate and to build programs that truly see the person,” said Whiddon CEO, Chris Mamarelis. “When we look beyond age and understand who someone is, we see people flourish, grow and thrive. Isn’t that a basic human right, and what every person deserves at this stage of life?”
Launching February 1st, the campaign commenced with a standout placement in yesterday’s Sunday Telegraph and will roll-out across digital, social, and traditional media platforms from today. Whiddon invites all Australians to join the movement by reconnecting with, celebrating, and cherishing the older people in their lives.
If you see age, you miss the person. Look again.
Visit www.whiddon.com.au/more-to-me/ to learn more about the Whiddon ‘More to Me’ campaign and view each resident's story.
-ENDS-
iAustralian Human Rights Commission (2021). "What's age got to do with it?" Available at: https://humanrights.gov.au/changingperspectives
iiLevy, B.R., Slade, M.D., Kunkel, S.R., & Kasl, S.V. (2002). "Longevity increased by positive self-perceptions of aging." Journal of Personality and Social Psychology, 83(2), 261-270. Available at: https://pubmed.ncbi.nlm.nih.gov/12150226/
iiiAustralian Human Rights Commission (2025). " The age barrier: older adults’ experiences of ageism in health care.” Available at:https://humanrights.gov.au/resource-hub/by-resource-type/reports/older-peoples-rights/the-age-barrier-older-adults-experiences-of-ageism-in-health-care
Notes to Editors:
- The NSW Seniors Festival will run from 2-15 March 2026. The theme of the festival is 'Live Life in Colour'.
- The “More to Me" campaign image assets are available for download here.
- Whiddon representatives and selected residents are available for interviews by arrangement.
About Whiddon
Whiddon is an award-winning care provider that aims to inspire every day in its 23 RAC homes, dedicated community care and NDIS support across NSW & Southeast QLD. Its purpose is to enrich people’s lives and make a real difference.
Whiddon has been providing exceptional care to older Australians and people with disabilities across regional, rural, and remote NSW and QLD for more than 75 years.
Whiddon proudly partners with academics and universities to remain at the forefront of innovation as it leads the latest thinking, programs, and training around quality of life and ageing.
Learn more at whiddon.com.au
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