A person-first approach to navigating ageing and the aged care system
The Ageing Ideal
Uniting AgeWell
The Brief
Australia’s aged care sector has been under scrutiny for a long time, with COVID-19 exacerbating the situation as facilities faced the brunt of the COVID-19 pandemic.One organisation that’s been advocating for change and innovating in the space is Uniting AgeWell, which provides aged care in the community and in residential aged care across Victoria and Tasmania.Not only do they talk about the importance of being person centred and the importance of each person having their own agency, but they also provide care and services that back it up, something they’ve built into their values structure and training.Uniting AgeWell believe it is important to take a holistic approach and while we are all ageing, the idea of seeking out services to support us as we get older can be daunting.The team at Uniting AgeWell came to SoundCartel with a vision to reach older people and their families and carers who may be going through a transition or just starting to think about retaining choice as they age.
The Approach
Out of the podcast strategy workshop, ‘The Ageing Ideal’ was born with Jacinta Parsons (ABC radio host and journalist), floated as the ideal host.Already in the middle of writing a book about older Australian women, the focus of The Ageing Ideal was a topic very close to Jacinta’s heart and she jumped at the opportunity to host. Jacinta was able to interview people from within Uniting AgeWell, people in the community, experts in the sector and residents themselves about their own experiences.Importantly of course was the chance to discuss the Royal Commission into Aged Care Quality and Safety, which was already under way when the pandemic hit. Jacinta explores this along with the findings and changes that have been made to the system as a result.An interview narrative style was agreed upon in collaboration with SoundCartel, and Senior Producer Nicole Goodman has led the project, working alongside Uniting AgeWell to prepare detailed episode briefs, holding pre interviews and scheduling recordings. Video recorded in the studio is also being used to create social media assets to promote each episode.At the same time as launching a new website, Uniting AgeWell is also rolling out the podcast marketing campaign to include digital marketing, social media marketing and PR. And since marketing contributes about 50% to the success of any podcast, this is the best approach.
The RESULT
The podcast has only recently launched with a monthly cadence, but already feedback has been incredibly positive. Marketing activities have had an immediate impact with episode downloads reaching pre-launch expectations.
“The decision to produce a podcast emerged as the best strategy to reflect our role as a thought leader in the Aged Care space and encourage real conversations about ageing. The team at SoundCartel quickly became an extension of the team, working seamlessly to ensure the project moved forward with the best results.”
– Jodie Henry, Communications Lead, Uniting AgeWell
