Never Too Old To

CASE STUDY: Aged care marketing campaign to activate branding.

Kat  •  Saturday October 6, 2012
Health & Ageing  •  Marketing & PR


Leading Jewish aged care provider, Emmy Monash Aged Care wished to celebrate the 30th anniversary of Victorian Seniors Festival by challenging misconceptions about ageing and create visibility for their business. 


Ellis Jones was tasked with designing a campaign which would inspire older people in the community local to Emmy Monash and establish the organisation’s philosophy of self expression and community life extending into care. It needed to reach older people, their families and community stakeholders in the City of Glen Eira across online and traditional channels. It needed to be an aged care marketing campaign with substance and heart.


The ‘You’re Never Too Old To’ campaign employed on and offline engagement strategies. Offline strategy comprised of a simple but comprehensive postering campaign. Online efforts encompassed social media community engagement strategy across two platforms. Offline, ‘You’re Never Too Old To’ posters were delivered to key Jewish stores and community centres in Glen Eira. Online, via Facebook and Twitter, ‘You’re Never Too Old To’ asked the general public to nominate and describe the older person they most admire and why. Participants were also encouraged to share a photo or video of the inspiring person.


The campaign ran for three weeks in October 2012 and reached over 914 individuals through social media alone. The campaign was also deemed successful in gaining public exposure for Emmy Monash offline as there are posters were there are over 160,00 persons living in Glen Eira where posters were distributed. ‘You’re Never Too Old To’ was effective in communicating that older people are still contributing to Glen Eira life in positive and meaningful ways. Watch Mount Scopus Memorial College Year 9 kids jump on the bandwagon in sharing their stories. See some other favourite ‘You’re Never Too Old To’ moments here.