1. Advancing Health and Wellbeing into Old
Age – throughout life
Gerard Mansour Aged & Community Care Victoria
Maree McCabe Alzheimer’s Australia Vic
Christine Bolt Alzheimer’s Australia Vic

2. Presenter – Aged and Community Care Victoria
Gerard Mansour CEO Aged and Community Care Victoria
Aged & Community Care Victoria (ACCV) is the peak body for aged care
in Victoria, acting as the united voice for providers and other
organisations associated with aged and community care. ACCV exists to
promote, encourage and assist the health and care needs of aged and
community care clients by providing Members with accurate and relevant
information, services, advice and leadership

3. Presenters – Alzheimer’s Australia Vic
Maree McCabe CEO
Christine Bolt Communications and Media Manager
Alzheimer’s Australia Vic is the peak body for dementia in Victoria.
Role is to empower and enable those people living with dementia,
their families and carers and advocate on their behalf. Provide
leadership, counselling, education, risk reduction and early
intervention programs, and National Dementia Helpline

4. The creation of Be Inspired!
An initiative of the ACCV
Marketing & Communications
Industry Reference Group

5. Be Inspired!
Objectives of the workshop
•Overview of campaign
•Identify actions to develop similar campaign
•Identify partners
•Collaboration & partnerships
•Identify framework

6. The creation of Be Inspired!
Purpose
•To encourage older people to fulfil a lifelong desire or
dream and be inspired to enjoy life
•To ‘connect to the soul’ of our clients
•To promote positive ageing
•To enhance the perceived image of the aged care
industry
•To assert confidence in the industry within the
broader public

7. The creation of Be Inspired!
Aims
•To enhance the image of the aged care industry in
Victoria
•To demonstrate the effectiveness of a joint industry
initiative
•Engage with key stakeholders, including State
government
•To establish a campaign model for wider use during
the Victorian Seniors Festival

8. The creation of Be Inspired!
The accidental journey
•Increasing numbers of marketing professionals
employed by Aged Care Providers
•ACCV members rated ‘improving image of industry’
as a key objective for the industry
•ACCV invited members to join a newly created
Marketing Reference Group

9. 2009 The journey commences
Developing the Group
•Monthly meetings of the Marketing Reference Group
•Terms of reference were developed identifying Group
members, purpose, frequency of meetings, roles,
responsibilities, parameters
•Coordinator appointed from ACCV as central contact
for the Group
•Committee chair was appointed

10. 2009 The journey commences
Developing the Group
•Development of key messages and objectives
•Meetings were guided by an agenda
•Campaign commenced with the brainstorming
•Contacts and resources were shared
•Resources were pooled to provide a budget
•KEY OUTCOME – BUILD A PLAN BASED ON THE
‘MAKE A WISH’ THEME

11. 2009 The journey continues
Key messages:
•Ageing is a positive phase in life and a time when
seniors can continue to achieve their dreams
•Our residents and clients are living proof that ageing
is no barrier to continuing to live life to the fullest
•Victoria’s aged care industry is helping to inspire
older Victorians by showcasing the spirit and vitality
of our seniors during the Seniors Festival

12. 2009 wish granting
Purpose
•To build an activity or event to grant the wishes of
residents leveraging promotion off Seniors Week
• Each provider managed their in house activity
• Each provider coordinated their Lifestyle staff to
gather wishes from residents
• Each targeting local media
•As a group all wishes sourced were reviewed to
select those that would be promoted statewide

13. Margaret’s wish
“To be reunited
with my
brothers and
sisters for the
first time in
decades.”

14. Margaret: “There were lots of tears…It was like a dream. I kept
thinking I’d wake up and it wasn’t really happening. The more I
think about it, the more grateful I am.”

15. 2009 Wish granting
“My only wish was
to see a live
performance from a
bagpipe player, the
instrument James,
my late husband,
used to play.”
Photo courtesy of Heidelberg Leader

16. 2009 Wish granting
Wishes granted included:
•‘Behind the scenes’ visit to see the elephants at Melbourne Zoo
•George went hot air ballooning
•Frank received a new electric bed to assist him with his post
polio syndrome
•Marie travelled from regional Victoria to go shopping at
Chadstone with her daughter – her first shopping trip to
Melbourne in year
•Bob’s dog ‘Reg’ had a much needed operation on his ear
•Nancy went to the theatre to see Billy Elliott
•Matt received a new fridge with his grant

17. 2009 Evaluation - this was a
HIT!!
• Success of the local media campaign reviewed
• Focus of media was the positive experience of residents
• Highlighted was the power of the stories of these
individual experiences
• Group realised the possibility of a more cohesive
campaign effort that was less localised and could achieve
broader media coverage and consistency in delivery of
key messages

18. 2010 ‘Be inspired!’ is born
• Group workshopped a campaign name
•Wishes were sourced from residents earlier, these were
reviewed
•The motor bike ride emerged as a common theme
•This was the beginning of ‘the group Harley Davidson
ride’ media opportunity

19. 2010 Be Inspired! across
Victoria
•To support the campaign – providers across Victoria
were encouraged to participate in the 2010
campaign.
•Providers joined together to grant the wishes of their
clients and families – as in 2009 – in the lead up to
the campaign launch of Seniors’ Week Festival in
October

20. 2010 ‘Be inspired!’ actions
•Agreed on a campaign budget
•Each provider’s CEO and resident riding together on a
Harley Davidson in convoy around the city
• ACCV introduced the campaign idea to state department
that manages the Seniors Week Festival
• ACCV acted as the liaison point throughout the campaign
• The intergenerational celebration dance was planned for
arrival at Federation Square
•Information stand at Federation Square arranged, multiple
banners, provider information
•Promotional badges and T-shirts sourced

21. 2010 Be Inspired! launch

22. 2010 Be Inspired! launch

23. 2010 Be Inspired! launch

24. 2010 Be Inspired! launch

25. 2010 Be Inspired! launch

26. 2010 Be Inspired! launch

27. 2010 Be Inspired! launch

28. 2010 Be Inspired! launch

29. 2010 Be Inspired! Evaluation
Media ‘Loved’ it
Media strategy
•Seniors gear up to put pedal to the metal and prove
age is no barrier for living life in the fast lane! –
media release 3 days prior, media alert on launch
day
•3 x grabs from interview with campaign
spokesperson Gerard Mansour – radio release 3
days prior

30. 2010 Be Inspired! Evaluation
Media coverage success
•TV - Be Inspired – Channel 9 & 10 6pm Nightly News -
•Print - Pat leads the pack at age 73 - The Age, Rolled in for festival fun
- The Senior, Victorian State Update - Australian Ageing Agenda
•Radio - Pat Desmond with Red Symons on Be Inspired campaign -
ABC 774 Breakfast,
•Radio grabs used in news bulletins - Ballarat 3BA; Power Bendigo;
Bendigo & Castlemaine KLFM; Wangaratta 3NE Edge; Gippsland SC
Local; South West Victoria; Gippsland Gold/3TR; Deniliquin & Northern
Vic 2QN; Shepparton One FM 98.5; Albury/Wodonga 2AY
•Online - On your bike - Aged Care Insite, Age is no barrier for living life
in the fast lane - DPS enews, Get on your bike Victoria - Australian
Ageing Agenda
•Estimated Advertising Equivalent Rate $100,000 (AUD)

31. 2010 Be Inspired! Evaluation
Outcomes
•We encouraged older people to fulfil a lifelong desire
or dream
•We promoted a positive image of ageing
•We enhanced the image of the aged care industry
•We demonstrated the effectiveness of a joint industry
initiative
•We established a successful campaign model for the
future

32. 2011 Be Inspired! Age well, it’s your choice
Planning for new campaign
•Created tag line for a new year
•Brainstormed lots of different ideas
•Consulted lists of wishes to be true to original aims
•Driving a V8 car on the Grand prix track stood out
•Information stall agreed on this time with joint
banners
•Interactive activity at stall needed –decided on a
racing car simulator ride

33. 2011 Be Inspired! Age well, it’s your choice
Planning for new campaign
•Seniors Week Festival welcomed Group return
•Assisted in arranging Minister to attend
•Given prime location of stall
•Government had noticed our 2010 success
•Very obvious the government wanted to work with
Group

34. 2011 Be Inspired! Age well, it’s your choice
Planning for new campaign
•As a result of 2010 success new members welcomed
to Group
•Tasks allocated for sourcing cars, flags, drivers
•Group suggested residents with media friendly
stories, identified strongest
•Budget agreed

35. 2011 Be Inspired! Age well, it’s your choice
Planning for new campaign
•Group worked well together, more efficient,
relationships stronger
•Rewarding for the individual professionally and
socially
•Useful networks – group emails often appear
requesting assistance, contacts, feedback –
supportive within a competitive environment
•Many original members still in Group

36. 2011 Be Inspired! Age well, it’s your choice
Seniors Week launch 2011
•24 CEOs and Clients rode in 12 V8 cars around
grand prix circuit
•Arrived to flag waving at Federation Square
•Greeted by Minister who then joined 97 year old Mim
in a racing car simulator challenge
•Energy and excitement abounded

37. 2011 Be Inspired! Age well, it’s your choice
Seniors Week launch 2011
•Media friendly element always led the decision
•Documents developed – Event brief, media release,
media alert, running sheet
•Ray, 73 year old hot rod racer identified
•Mim, 91 identified as enthusiastic, the V8 car ride –
her wish

38. 2011 Be Inspired! Age well, it’s your choice

39. 2011 Be Inspired! Age well, it’s your choice

40. 2011 Be Inspired! Age well, it’s your choice

41. 2011 Be Inspired! Age well, it’s your choice

42. 2010 Be Inspired! Age well, it’s your choice

43. 2011 Be Inspired! Age well, it’s your choice
Evaluation
Media strategy
•Seniors get their motors running to prove age is no
barrier to living life in the fast lane – media release,
media alert
•Radio grabs released

44. 2011 Be Inspired! Age well, it’s your choice
Evaluation
Media strategy
•Seniors get their motors running to prove age is no
barrier to living life in the fast lane – media release,
media alert
•Radio grabs released
•3 spokespeople, Gerard Mansour, Mim, 97 and Rod
74

45. 2011 Be Inspired! Age well, it’s your choice
Evaluation
Media coverage success
•TV – 7, 9, ABC1, ABC24 evening & late Nightly News
•Print – Australian Ageing Agenda
•Radio – 19 stations’ news bulletins state-wide
•Online – Australian Ageing Agenda, SeniorAU, ABC
News Online, DPS News
•Estimated Advertising Rate Equivalent $150,000
(AUD)

46. Members of the ACCV Marketing & Communications
Industry Reference Group

47. ?

48. Be Inspired Campaign Workshop
Presenter
Christine Bolt Alzheimer’s Australia Vic

49. Be Inspired!
Objectives of the workshop
•Overview of campaign
•Identify actions internally to develop similar
campaign
•Identify partners
•Collaboration & partnerships
•Identify framework
•Develop draft strategy

50. Be Inspired!
Workshop
•Structure of your group – what will work?
•Government, agency, event
•Intergenerational possibility
•Brainstorm project idea
•Resources – what do you need?
•Budgets
•Outcomes