Silver Chain focuses on keeping people out of nursing homes in second campaign via Meerkats
In-home health and aged care provider Silver Chain has launched the next stage of their bold new brand and marketing activity as the aged care market heats up. This is the second phase of activity from Silver Chain’s eight-month partnership with Meerkats, and the first TV-led campaign following the brand’s strategic redevelopment.
The film walks viewers through the challenging – yet inevitable – journey families take in helping decide what’s next for mum. The tension of the family’s plight is relieved when mum takes control of the situation and decides she can stay exactly where she wants to be – at home.
“This is pretty emotional stuff,” said Josh Edge (Meerkat’s Creative Director). “And to do it well we needed to carefully balance the family tension in a way that doesn’t make it feel like this is something that is just happening to mum… but is happening because of her. There’s plenty of reasons to choose Silver Chain – which you see across the campaign – but the film’s primary role is to make people feel what Silver Chain is all about.”
“For the first time, people are now able to make their own decisions about who provides their home care package,” said Silver Chain’s Kate Paratore (Customer Acquisition and Retention Manager, Social Care). “Through the work we’ve done in understanding people’s journeys we know just how important trust and top-of-mindedness is – so we’re really pleased to launch this new campaign that will build on both of these.”
Meerkats’ Chief Strategy Officer, Melanie Wiese, said: “Typically people want to stay at home as they age. And the evidence says – in many cases – they’re better off there,” “We think brands should stand for something, and Silver Chain are brave enough to do that. And, because of their unique combination of medical expertise and home care services, they’ve been able to keep more people out of nursing homes than anyone else – that’s an admirable claim and a useful one for the campaign.”
The campaign comprises TV, cinema, outdoor, radio, press, digital and social.
Credits
Client: Silver Chain Group
Customer Acquisition and Retention Manager: Kate Paratore
Acquisition Campaign Manager: Felicity Savage
Team Leader, Digital Marketing and Fundraising: Jodi Cook
Agency: Meerkats
Chief Creative Officer: Martin Beecroft
Creative Director: Josh Edge
Writer: Rikki Burns
Art Direction: Melissa Radman, Joseph Dennis
Chief Strategy Officer: Melanie Wiese
Business Partnerships: Zoe Kitson, Tonje Holm
Producer: Nicole Beer
Production Company: Beautiful Pictures
Director: Renee Webster
Producer: Kate Downie
DOP: Allan Myles
Sound Design: Xoe Baird
Music: Andrew Wright
Media Company: Starcom
Agency Director: Naomi Lopez
Account Manager: Lana Nelligan