Fighting the good fight… and winning!

 Last Tuesday night, a year’s worth of planning and effort culminated in a great big Hanukkah present for Emmy Monash Aged Care: a permit to build a state-of-the-art aged care facility in the Melbourne local government area of Glen Eira. Designed by award winning architects, Bates Smart, the building will be without par in Victoria.

Ellis Jones began this journey with Emmy in November 2011. Over the past 12 months we have conducted a stakeholder engagement program, called Shape Tomorrow, developed issues management and contingency plans, crafted press materials, guided political engagement and implemented a local community campaign to raise brand awareness.

The Shape Tomorrow campaign comprised in-depth stakeholder interviews of community leaders, focus groups and community surveying. It’s reach extended to about 3000 people, enabling Emmy to demonstrate a genuine interest in the community and a powerful groundswell of support for the new facility.


Meanwhile the team from Urbis, Bates Smart and Outcomes Plus worked with the Emmy Board around the clock to shape a development that was economic, meets urban planning guidelines, and will deliver outstanding care to Melbourne’s Jewish population.

The Australian Bureau of Statistics (ABS) predicts that nearly a quarter of Australians will be over 65 by 2030. And by 2050, one in 20 workers will be in the aged care sector.

With demand for care currently out-stripping supply, the real winners are the people of Glen Eira who have the confidence of world’s best care for the next 50 years.

For our team, the outcome is vindication that strategic engagement gets results.

Here are some images of the development to come.

PR Blog - aged care marketing

PR Blog - Aged Care Marketing