Kevin87: Rudd ages in support of aged care
A clever video clip depicting an 87-year old Kevin Rudd has kicked off ACSA’s aged care image campaign.
A video depicting a rapidly-ageing Kevin Rudd is at the centre of a new campaign paying tribute to Australia’s aged care workforce.
Launched on the Prime Minister’s 52nd birthday, the ‘Kevin87’ clip uses some clever digital editing to create a humorous impression of what Mr Rudd might look like in 35 years time.
In the space of 30 seconds the Prime Minister’s appearance is transformed as his hair recedes, his skin becomes wrinkled and he slumps into his chair.
The short video is the first major media event in Aged and Community Services Australia’s (ACSA) image campaign and it will soon be followed by a series of print advertisements in national magazines.
Half a dozen sample advertisements highlighting the relationship between aged care service users and staff members have been posted on the kevin87.com.au website.
Visitors to the site are being invited to join the campaign by sending a message directly to the Prime Minister or buying a ‘Kevin87’ t-shirt.
They can also see impressions of Opposition Leader, Malcolm Turnbull and Deputy Prime Minister Julia Gillard at the age of 87.
The main message of ACSA’s campaign is that ‘aged care professionals’ are ‘can-do’ people whom we can’t do without.
As well as targeting politicians and the voting public, the initiative is attempting to boost the morale of the sector’s staff.
ACSA CEO Greg Mundy said he hoped the campaign would usher in a new realm of positive imagery for aged care.
“Making aged care a desirable and attractive place to work for existing and prospective staff is something we must do,” he said at the association’s national conference in Perth.
Several consumer groups have lent their support to the campaign including COTA National and Alzheimer’s Australia.
“Aged care is fundamentally about values and relationships between the aged care worker and the older person,” said the CEO of Alzheimer’s Australia, Glenn Rees.
“[It] is just as much about social engagement as it is about technical excellence in care.”
