Australian Unity has launched its first major campaign for its Home Health & Care business, Rewrite the rules of living, highlighting how ageing in Australia is shifting as people live longer and healthier lives.
The campaign, developed by The Royals, aims to show Australian Unity’s home health and care services support independence by adapting to the changing needs of Australians, enabling them to remain in their own homes. It runs across TV, radio, online and social channels.
“Who said the rules of ageing can’t change?” Australian Unity GM, Customer & Marketing, Trisha Vessey said.
“At Australian Unity we are empowering older Australians to age actively and independently – at home. ‘Rewrite the rules of living’ perfectly captures how our home health and care services adapt and move with our customers – ensuring their later years are lived with purpose, confidence and enthusiasm.”
Australian Unity Home Health is the largest provider of home care in Australia.
In 2024, it acquired MyHomeCare, expanding its services in the $8.8 billion home health and care sector.
Founder and managing partner at The Royals Andrew Siwka said: “The home health and care sector all too often portrays its audiences as passive participants waiting for life’s inevitabilities or insincere caricatures of older people living ‘youthfully’.
“It was time to break a few rules and present a more optimistic and active category perspective.”
Last year, Australian Unity launched its ‘Real Wellbeing: Balance Your Being’ campaign with The Royals, which underscores the crucial role of finding balance in our lives and reinforces its Real Wellbeing proposition.
Credits:
Client: Australian Unity
Creative Agency: The Royals
Production: DIVISION
Director: Riley Blakeway
Photographer: Dean Podmore
Casting: Byrne Creative
Post House: White Chocolate
Music/Sound: Mosaic Music & Sound
Media: Initiative and Social Garden