The folks are fed up.
Most Australians are adamant they don’t want to go into an aged care facility.
We championed their stubbornness and showed how Alpha Support at Home could actively help them to stay. Reigniting dormant defiance among an audience of one-time bra burners, labour strikers and peace marchers, we staged our own ‘70s-inspired protest.
Say no to the nursing home
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Say no to the nursing home *
We won’t knit no knee rugs.
We filmed a riot in a retirement home. We recorded a radio protest chant against potpourri. We hoisted ordinary older people up onto the soapbox to voice their demands of how in-home support could better serve them.
Audacious, liberating and cheeky, the campaign broke the category and carved a loyal following, with two thirds of those surveyed reporting loving or liking the ad.