2017 Aged care campaign evaluation
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The 2017 aged care advertising campaign ran from 31 May to 30 June 2017. The campaign aimed to raise awareness of My Aged Care and encourage older people, their families and carers to plan for aged care.
Campaign research was conducted before, and shortly after, the campaign to measure its effectiveness. The evaluation research showed that:
- One in four people aged 40+ had seen/heard at least one element of the campaign.
- More than half of those (53%) had taken action as a result of seeing the campaign (visited the website, tried to find more information, talked to someone or called the contact centre).
- Respondents were positive about the campaign creative, with around 80% agreeing it was clear, believable and relevant.
In addition, 60% of those who had seen the campaign were aware of the My Aged Care brand but overall awareness of My Aged Care had not increased following the campaign, remaining at approximately one in three. While the higher awareness among people who had seen the campaign is likely to be attributable to the campaign, it may also be partly explained by those who are already aware of My Aged Care being more likely to notice and remember the advertising – though findings indicated that their understanding and likelihood of taking action was increased by exposure to the campaign.