Whiddon's Innovative Care Approach Shines Through in New ‘When I'm Older’ TVC
Building on Whiddon’s platform as one of Australia’s most innovative aged care providers, the ‘Looking Forward’ campaign and new ‘When I'm Older’ TVC creatively illuminate Whiddon’s passion for providing exceptional care and leading innovation in the sector.
14 January 2024
Whiddon, an Australian award-winning aged care provider has launched the newest element of their ‘Looking Forward’ brand campaign, the emotive ‘When I'm Older’ TVC. Partnering with full-service independent marketing agency Ardent, the campaign draws inspiration from Whiddon's core value of innovation and highlights their commitment to delivering pioneering and dynamic support to everyone entrusted in their care.
The 'Looking Forward' campaign captures thought-provoking calls-to-action and highlights Whiddon’s commitment to enriching the lives of residents and clients through award-winning models of care and creative ageing programs. Looking forward with an emphasis on innovation in care is how Whiddon developed their industry-leading relationship-based care model and believe it is how they can continue to shape the future of aged care.
The creative roll-out and media integration of Whiddon’s brand campaign has been brought to life in partnership with Ardent, with local press, OOH, direct mail, and paid media executions already in market. The campaign rollout showcases Whiddon's brand promise of providing exceptional care and runs concurrently with the provider’s employee value proposition campaign, ‘Passion with Purpose’, seeking to attract and retain members of the care workforce amidst current industry challenges.
The final element of the brand campaign rollout has been brought to life through the ‘‘When I'm Older’ TVC. Building on the ‘Looking Forward’ concept the TVC illuminates a rich and valued life journey and seamlessly brings to life the campaign messaging as children reflect on the simple phrase, “when l'm older…”.
Speaking to the creative rationale and inspiration behind the new brand campaign, Whiddon CEO, Chris Mamarelis said:
“At Whiddon, we believe that getting older should be a rich and rewarding journey for everyone. That’s why we’re always looking forward.”
“Our new campaign brings our guiding principle of innovation to life. We are excited to showcase our ongoing commitment to provide innovative care and tailored support to our community. Through this campaign, we hope to inspire others to join us on a journey of looking forward at Whiddon.”
Managing Director of Ardent, Danny Massa spoke to the exciting partnership between Whiddon and full-service agency, Ardent:
“Our partnership with Whiddon has produced a campaign that has been thoughtfully executed and delivers on seamless synergy between creative and media to achieve rich storytelling across a variety of consumer touchpoints.”
Whiddon’s ‘When l Grow Up’ TVC will be live across regional New South Wales & Southeast Queensland markets from January 14th, with the ‘Looking Forward’ brand campaign to continue evolving over the course of a refreshed 2024 rollout.
About Whiddon
Whiddon is an award-winning not-for-profit aged care provider that has been providing care and support to older Australians for over 70 years. With a strong reputation for delivering high-quality care and support to older Australians, Whiddon offers a range of services, including residential aged care, home care, and independent living.
With a strong commitment to innovation and continuous improvement, Whiddon is at the forefront of aged care, regularly introducing new programs and services to enhance the lives of their residents and clients. They are committed to ongoing research and collaboration with leading universities and research institutions to ensure their care is evidence-based and best practice.
Whiddon's approach to care is centred on the individual, with services tailored to meet the unique needs and preferences of each person. Their team of experienced and dedicated staff provide high-quality care and support and are committed to helping older Australians maintain their independence, dignity, and wellbeing.
About Ardent
Ardent meaning ‘passionate’ is an entrepreneurial agency founded on reinvention. After decades of working across mainstream media, Danny Massa saw the inefficiency and excess waste occurring in large advertising agencies and had his Oprah Ah-ha moment. In 2018, he pulled up stumps and vowed to deliver innovative marketing solutions in a more cost-effective, efficient, and ethical way.
And it is working.
Today, Ardent is one of the fastest-growing agencies in Australia. Importantly, it has helped its clients grow exponentially and expand into national powerhouses.
