Content Creative Digital Marketing Strategy

The Brief

The recent Royal Commission into aged care has helped galvanise community support behind the need for an overhaul of the entire aged care system. Central to this is the call to overturn savage budget cuts which have placed residents and aged care workers in danger and under stress.

This campaign not only called for concerned community members to sign a petition and show their support, but also for aged care workers to join the Health Services Union in their fight for better wages and conditions.


TCW created a campaign concept that ran across web, social, (OOH) out-of-home and print channels.