New campaign aims to change perceptions of aged care
Aged care provider the Whiddon Group has launched a social media campaign that aims to dispel common stereotypes and misconceptions about residential aged care.


Aged care provider the Whiddon Group has launched a social media campaign that aims to dispel common stereotypes and misconceptions about residential aged care.
The campaign, ‘Aged Care Reimagined,’ includes several videos featuring residents around five themes including active ageing, the arts, community connections and companionship.
The videos, which are being published on the Whiddon’s Facebook page, aim to share common but often unacknowledged moments in residential aged care.
Whiddon Group CEO Chris Mamarelis said the campaign aimed to address the misconceptions often associated with residential aged care homes.
“When it comes down to breaking down stereotypes, seeing is believing,” Mr Mamarelis said.
“It’s about time we reimagined the sentiment around aged care and opened our eyes to the goodness of our industry and its people, starting with our creative ageing programs that bring enjoyment and health and wellbeing benefits to all our residents,” Mr Mamarelis said.
Whiddon’s creative ageing programs use humour, art, music, song and dance, cooking and pet therapy among holistic ways to reduce anxiety, stress and depression and improve the health and wellbeing of residents.
Whiddon’s general manager marketing and communications Amiria MacKinnon said the campaign also aimed to help bring the aged care sector recognition for its work.
“It’s important to push for recognition of the positive work that goes on within our industry and heroing those amazing individuals who make it happen,” Ms MacKinnon said.
The campaign’s themes and videos are based on programs Whiddon has implemented across its facilities:
- active ageing, which showcases the range of activities residents participate in to keep mobile such as Tai Chi, drumming and walking groups
- the art of ageing, which highlights how residents explore hobbies and creative passions to for purpose and accomplishment
- ‘live your best week,’ a program which allows residents to relive passions and experiences from their past
- connected care, which shows how residents keep in touch with friends and residents using technology and social activities
- creature comforts, which is a pet therapy focused on companionship that includes hens and dogs
As part of Whiddon’s best week program, for example, residents can go horse riding, fishing or on holidays with family or watch a sporting match live or ride a motorcycle.
The aged care reimagined campaign, which released its first video last week, will run until November this year.
View videos from the campaign here.
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What a great idea, well done to Whiddon for re-positioning residential aged care in this positive light. Recognising the good work is way overdue.