Australian dementia care provider Videri has launched a new national advertising campaign aimed at reshaping how Australians view dementia care, highlighting its small-home residential model as a more personalised alternative to traditional aged care settings.
The campaign, titled “There is a home for your stories”, launched this week across digital television, online platforms and out-of-home advertising, marking the organisation’s largest brand campaign to date.
According to Videri, the initiative is designed to showcase what daily life can look like for people living with dementia in a home-style environment centred on relationships, familiarity and purpose.
The provider’s small-home model accommodates up to 10 residents in each home, supported by dedicated “Homemakers” who work closely with residents as part of their day-to-day lives. The organisation said careful matching of residents to homes is a key part of its approach, with consideration given to personalities, routines and lifestyle preferences.
The campaign features three video-led stories inspired by real residents, including scenes of baking in a shared kitchen, dancing in a living room and spending time in the garden with family.
Videri said the campaign comes amid growing national demand for dementia care services, with more than 415,000 Australians currently living with dementia and that number projected to more than double by 2058.
Kent Heffernan, Chief Growth and Customer Officer at Videri, said the campaign was intended to challenge traditional perceptions of dementia.
“This campaign aims to reframe how Australians see dementia, not as something that diminishes the people we love, but as a story that can still be filled with real purpose.”
Mr Heffernan said the campaign also reflected a period of growth for the organisation following its rebrand to Videri last year, with the provider opening its 24th home this month.
The campaign was developed in partnership with independent creative agency Houston Group and media agency Nibble Edge, which led the creative and media strategy, respectively.
