Black and white video campaign by Marketforce and St Ives gives voice to ‘silent generation’
St Ives Home Care has released the first of three videos showcasing inspirational stories from seniors and of older lives lived as part of its ‘every pair of hands tells a story’ campaign.
The evocative and unique films, shot mostly in black and white and focusing on the stories that our older hands tell, offer four unique glimpses into the lives of older Australians – who recall memories of work, love and life in Australia.
The first video features 87-year-old June and husband 81-year-old Rupert. June was one of Australia’s very first art therapists working with veterans returning from duty in World War 2 and Rupert carved out a life using his hands and trade.
The videos were produced through collaboration between creative agency Marketforce and St Ives.
The creative team of Neil Holmes (Art Director) and Heather Bowen (Writer) developed the idea that although older people may need a hand at home, they have rich, warm and inspirational stories to tell of their contributions to life – stories that deserve to be shared and celebrated.
Marketforce Account Director, Jo Gibb, said the project was “full of passion and a sense of wonder,” from all involved. To capture stories, participants were filmed in their homes, and videos produced by Marketforce’s in-house production team.
Marketing Manager for St Ives Home Care, Lara Stephen, said the organisation was very proud of the early response from people on social media to the videos.
“People are really enjoying these simple little stories,” said Stephen. “They offer a unique point of view that comes with the experience of living many years and impart a sense of respect, history and even awe for lives well lived.”
“Those working in aged care feel privileged to have the opportunity to hear these stories at work, so this is a way to share that more widely, and acknowledge that older lives matter in many ways.”
The ‘Every pair of hands tells a story’ videos are being released via the St Ives Home Care Facebook page.