Bolton Clarke is Australia’s largest not-for-profit aged care provider, with a purpose to support people to live and age positively. A long and trusted relationship delivered a new brand identity and brand platform “Australia’s Heart of Positive Ageing”.

Positive Ageing is a person-centered idea that acknowledges the challenges and realities of ageing, while emphasising that it is also about wisdom, perspective, fulfillment, and new forms of growth. Accepting and responding to the reality that aged care decisions are emotionally complex, we eschewed the simplistic stereotypes and category cliches, instead presenting ageing in a dignified, optimistic and authentic way.

“Heart of Positive Ageing” was embedded into staff, resident and customer experiences before the campaign was launched across TV, BVOD, OOH and news platforms. The results were significant, with brand awareness rising by 50% for Home and Community Support and doubling for Retirement Living and Residential Aged Care. Overwhelmingly, the target audience agreed/strongly agreed that “Bolton Clarke is the Heart of Positive Ageing”.