Helping Australia's aging population.
HammondCare has launched a campaign committing to helping the complex health needs of Australia’s aging population.
The concept was developed by the HammondCare creative team, led by Head of Creative Mike Barry and produced by Cadence Media.
Hammondcare CEO Andrew Thorburn said that it is sending a strong message that the independent not-for-profit can help in the most challenging of care circumstances.
“We want to say that HammondCare is the place to come to when care becomes difficult or complex,” Thorburn said.
"Living longer is a great dividend from improvements in healthcare and lifestyle, but an older population is also leading to demands for care support over a longer period on a scale not seen in the past, sometimes leaving carers and families desperate for help.”
The 'We do' campaign uses 30 second and 60 second TV commercials.
HammondCare team members are featured in the commercials, alongside actors who play the clients and their families.
Thorburn spoke of a resident living with vascular dementia, who previously was in a public hospital for 120 days.
The man was found a place at HammondCare Cardiff Specialist Dementia Care Program.
“Like in this man’s situation, our ambition is to say yes to those who have been told no because their needs are complex,” Mr Thorburn said.
HammondCare Chief Marketing Officer Victoria Hayman said the “We do” campaign sought to empathise with the journey of the older person, their family and care network as they search for answers in the aged care system.
“At the complex end of care, it’s often the adult child or partner who needs to make decisions about care for their loved one,” Ms Hayman said.
More than half of all people entering residential care are arriving with a high care rating for daily living, cognition and behaviour, compared to a third in 2013, according to Hammondcare.
An estimated 433,300 Australians live with dementia with this figure expected to grow to 812,500 by 2054.
There are also a hospital bed block crisis as older people in wards, often with dementia, struggle to find an aged care place with potential providers.
62 per cent of the 400 people who die each day are not getting palliative care.
Hayman said the 'We do' campaign recognises that for these people, who are already feeling stretched and facing the daunting nature of the aged care system, they are looking for help at a crisis time in their lives.
