advancing health and wellbeing into old age – throughout life gerard mansour aged & community...

Advancing Health and Wellbeing into Old Age – throughout life

Gerard Mansour Aged & Community Care VictoriaMaree McCabe Alzheimer’s Australia Vic

Christine Bolt Alzheimer’s Australia Vic

Presenter – Aged and Community Care VictoriaGerard Mansour CEO Aged and Community Care VictoriaAged & 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 VicMaree McCabe CEO Christine Bolt Communications and Media ManagerAlzheimer’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’ itMedia 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

2010 Be Inspired! EvaluationMedia 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

2010 Be Inspired! Evaluation

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

PresenterChristine 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