anglicare

Annie’s Story - the care worker’s perspective (full 60-sec version)

 
 

Stories for digital channels

CLIENT: Anglicare

AUDIENCE: The adult children (50-70yo) of potential clients for home care services.

BRIEF: Create a series of films that address the concerns of potential clients and their children.

APPROACH: We designed the series so as to give a voice to each of the stakeholders in the relationship: 1) a client 2) a child of a client 3) a carer. We had dozens of phone interviews searching for the right people to represent each of these viewpoints. They were chosen based on their charisma; the alignment of their values with the brand’s values; the way their story addressed key concerns, such as the competence and trustworthiness of the care workers, and the guilt that comes with being the child of someone who needs extra care that you can’t provide.

DELIVERABLES:

  • 3 x 60-second films

  • 3 x 15-20 second cut downs for social media

RESULTS: the client was so delighted with the films that they were also re-cut as 30-second TV commercials.

 
 

Linda’s story - the perspective of the child