In this post, we feature St Vincent’s Care Services, winner of the Consumer Experience category in the 2024 Future of Ageing Awards. Results were unveiled at a presentation dinner in Sydney on August 29…To view all of the winners…
St Vincent’s Care Services (SVCS) launched the Celebrating You video series in June 2023, followed by an accompanying podcast and a second video season in June 2024. These initiatives spotlight the vibrant stories of aged care residents, families, and staff, aiming to reshape perceptions of aged care in Australia.
Season 1 emphasised community, illustrating how relationships in aged care foster belonging and enable residents to thrive. Season 2 shifted focus to the “eldest daughter” archetype—often the family decision-maker—guiding them through the emotional journey of transitioning a loved one into care. The series features candid interviews addressing challenges like guilt and anxiety while highlighting the benefits of residential care. Watch episode 1 below…
The Navigating Aged Care podcast, developed with input from geriatric and psychological experts, also provides practical insights for families. Through heartfelt storytelling and expert guidance, Celebrating You addresses the complex emotions tied to aged care decisions, fostering a sense of empowerment and community for families and residents alike.
Why the project came about
The Celebrating You series was conceived to address the emotional, practical, and informational challenges families face when transitioning loved ones into aged care. Each year, aged care decisions impact hundreds of thousands of Australians. However, public discussions often emphasise operational metrics, neglecting the deeply personal experiences of residents and families.
SVCS recognised the need for an engaging platform to reshape aged care narratives, focusing on the real stories of those within their community. Their approach aimed to create resources that not only informed but also reassured and empowered families during this critical life stage.
“Powerful real-world storytelling on aged care”
2024 Future of Ageing Awards judge
Objectives
Celebrating You was developed by SVCS’ marketing team, led by Head of Marketing James Boshier, in partnership with video and podcast production specialists.
• Amplifying the voices of aged care residents, families, and staff.
• Supporting prospective residents and families through storytelling.
• Enhancing brand awareness and community engagement.
Implementation
Season 1 featured three episodes highlighting aged care as a community. Following its success, Season 2 explored emotional topics and practical advice for decision-makers. Both seasons were supported by a comprehensive marketing campaign spanning social media, digital platforms, and public screenings. Watch the first episode of season 2 below…
The Navigating Aged Care podcast extended the conversation with expert insights on aged care transitions, emotional dynamics, and end-of-life planning.
Sustainability
The project aligned with SVCS’ mission to humanise aged care, leveraging storytelling to improve outcomes. Financial benefits, including a 47% reduction in marketing costs per acquisition, ensured the initiative’s sustainability.
Evidence of success
• Increased awareness: Celebrating You contributed to a 10% rise in aided brand awareness for SVCS.
• Occupancy rates: SVCS achieved a record 95.5% occupancy across facilities by June 2024, compared to the sector average of 86%.
• Season 1: Reached over 1.9M individuals aged 55+, with 9.2M impressions.
• Season 2: Expanded reach to 2.1M and 22.6M impressions.
• Website: 140,000+ visits since launch.
• YouTube: Over 15,000 views for Season 1 and 1,200+ views for Season 2 within two weeks.
• Podcast: 150+ streams and 300+ YouTube views within its first month.
Anecdotal feedback
• Viewers reported feeling reassured and informed about aged care decisions.
• Families expressed that the series helped normalise their emotions, fostering a sense of shared experience.
By changing the narrative around aged care, Celebrating You has not only supported SVCS residents and families but also sparked broader conversations about the value of compassionate care.
