When the Not For Profit's Marketing Manager Stacie Chalmers visited every one of Anglicare Sydney's 23 aged care homes to interview residents, family and staff about their aged care home, she was touched by the stories of love, joy and friendship she heard.
The stories have now become the inspiration and foundation for Anglicare Sydney's 2025 marketing campaign.
To launch the campaign, Humble Productions and Anglicare Sydney created an advertisement inspired by one of the real-life stories.
"The original plan was to create a bespoke two-minute video for each of our homes, highlighting their unique communities," Stacie told The SOURCE. "What started as individual videos, in the end, evolved into our entire marketing campaign for 2025."
"This video highlights that living in residential aged care can still mean enjoying the activities you love, having purpose and bringing joy to others," Stacie said.
"The other message we want to share is that at Anglicare Sydney we will do our best to support what is important for people so they feel at home, they feel loved and they feel valued.
"Following on from this brand advertisement are many different individual stories (videos) from residents, family and staff. These have now started [appearing] on social media," Stacie said.
Anglicare Sydney has had a positive response to the advertisement and is pleased with the high number of video views it has generated.
