Aged care industry image boost

Public perceptions of aged care are set to receive a boost in the new year, with the launch of a multi-media campaign on behalf of Aged and Community Services Australia (ACSA) the national, not-for-profit industry association.

ACSA has appointed advertising agency, Ursa Communications, to develop the communications campaign, which is likely to be conducted across a range of mediums, including radio, television, print and the internet.

The association’s chief executive officer (CEO), Greg Mundy, said the campaign was a major priority for the industry. It will draw on recent research into the image of aged care conducted on behalf of ACSA by McGregor Tan.

Based on four empirical surveys and 20 in depth executive interviews, the image project revealed that people within the aged care industry are much more critical about their work than the general public.

Twenty four per cent of employees and 20% of providers in the sector had negative perceptions about aged care, compared to only 14% of consumers and members of the general public.

“There are quite a few positives we can take out of this, including the strong reservoir of support in the community for aged and community care,” said Mr Mundy.

Ursa Communications has a background in health communications and has conducted work for other not-for-profit organisations, including the Red Cross and Vision Australia.

The agency’s CEO, Nigel Cowan, said his team is very excited about working on the ACSA campaign.

“The people working within the aged care industry do amazing work, and are committed to the people they support.  It is a great basis from which powerful communication can be built,” said Mr Cowan.

It is believed that Ursa will develop a strategy before the end of the year to be rolled out in early 2009.

Mr Mundy and Mr Cowan will reveal more details about the campaign at the ACSA National Conference, which begins on 28 September in Adelaide.