HammondCare has launched a bold national campaign to position itself as a go-to provider for Australia’s most complex aged care needs, amid rising demand from an ageing population living longer with chronic illness, dementia, and limited access to palliative care.
The “We do” campaign, launched this week with 30 and 60-second TV commercials, aims to highlight HammondCare’s deep expertise in dementia and palliative care. The ads feature real HammondCare staff and actors portraying families and clients in challenging care scenarios, with taglines such as “We do complicated,” “We do unexpected,” and “We do complex.”
CEO Andrew Thorburn said the campaign sends a clear message to families, carers and the sector: when care becomes difficult, HammondCare is ready to help.
Mr Thorburn shared the story of a man with vascular dementia, turned away from aged care homes after 120 days in hospital and multiple Code Black incidents. He was eventually supported at HammondCare’s Cardiff Specialist Dementia Care Program, where proper pain management and a reduction in antipsychotics helped him return to mainstream aged care.
Chief Marketing Officer Victoria Hayman said the campaign acknowledges the stress and urgency families feel when navigating aged care decisions, often during a crisis.
“The adult child or partner is often overwhelmed. ‘We do’ is about saying: we understand, and we can help wherever care is needed.”
Victoria Hayman
The campaign reflects HammondCare’s new Next Chapter strategic direction, which commits to complex care, particularly as the sector grapples with a steep rise in older Australians needing intensive support.
More than 433,000 Australians currently live with dementia, with that number expected to nearly double by 2054. Meanwhile, 62% of the 400 people who die each day in Australia do not receive palliative care.
The creative concept was developed by HammondCare’s in-house team, led by Head of Creative Mike Barry, with production by Cadence Media.
