Aged care provider Whiddon has launched a new national campaign aimed at challenging ageism and reshaping how Australians view ageing, spotlighting the lives and stories of its residential aged care residents.
Launched ahead of the NSW Seniors Festival, the “More to Me” campaign focuses on the personal histories, achievements and identities of older Australians living in Whiddon homes, encouraging the public to look beyond age and recognise the individual.
Whiddon chief executive Chris Mamarelis said the campaign reflects the organisation’s commitment to relationship-based care and person-centred ageing.
“Too often, society sees aged care residents through the lens of decline rather than recognising the incredible lives they’ve lived, and continue to live,” Mr Mamarelis said.
“In aged care, looking beyond age and recognising the person is fundamental. That belief sits at the heart of ‘More to Me’, a campaign that challenges assumptions and celebrates the lives, stories and individuality of older Australians.”
The campaign features four Whiddon residential aged care residents whose lives span decades of personal, professional and community contribution. Watch the trailer below…
They include Bill Kerr, 86, from Mudgee, a former detective who spent his career protecting royalty and dignitaries; Holly Hart, 90, from Largs, a former hospital cook and family matriarch who overcame early hardship; Roslyn ‘Ros’ Stanford, 85, from Narrabri, a long-serving kindergarten teacher whose influence spans generations; and Sam Darke, 93, from Grafton, a Royal Australian Air Force veteran who supported Britain’s first nuclear bomb test in Australia and was formally recognised for his service in 2024.
Whiddon said the campaign responds to growing evidence of ageism in Australia, with research showing 90 per cent of adults believe ageism exists and nearly two-thirds of older Australians reporting they have experienced it in the past five years.
The campaign uses a mix of colour and black-and-white photography, alongside short documentary-style films featuring residents, their families and carers, to bring each story to life.
Research has also linked positive attitudes towards ageing with improved longevity, with people who view ageing positively living an average of 7.5 years longer than those with negative perceptions.
Mr Mamarelis said the campaign aligns with findings from a recent Australian Human Rights Commission report on ageism in healthcare, which called for stronger person-centred, age-inclusive approaches and greater involvement of older people in service design.
“When we look beyond age and understand who someone is, we see people flourish, grow and thrive,” he said. “That should be a basic human right for every person in later life.”
The “More to Me” campaign launched on 1 February with a full-page placement in The Sunday Telegraph and will roll out across digital, social and traditional media channels in the coming weeks.
