For decades successive Governments had underfunded and largely ignored more than 20 independent reports calling for more funding and reform in the Aged Care Sector.

This year, after a damaging Royal Commission followed by the devasting results of COVID 19, it was clear the sector needed to take a more assertive approach toward to the Government and also protect its own reputation.

 

In response INDUSTRIAL worked closely with PR company Apollo Communications to create 'It's time to care about aged care' a multi-disciplined, coordinated and targeted campaign across TV, Digital Video, Programmatic Display, PR and directly lobbying.

The results

The Digital Video which spearheaded the campaign achieved more than1.5 million completed views in less than 8 weeks.
At just 4 cents per completed view, this made it more than twice as cost effective as the nearest media bench mark for industry and lobbying campaigns.

The online petition received over 53,000 signatures from a small target audience located in three selected, marginal seats.

But most importantly the Aged Care Sector received an additional $17.7 Billion in funding which was significantly more than expected.

It was also significant that such an effective lobbying campaign was achieved without resorting to negativity and preserved a healthy relationship with the Federal Government and other stake holders.