CareChoice - Tell us what you really think

Background

CareChoice is a leading provider of Specialist Disability Accommodation (SDA) and Supported Independent Living (SIL) care in Victoria. They provide a comtemporary alternative to large group home environments for people living with complexity disability and high support needs. CareChoice had struggled to stand out from the competitive set, despite having a superior offering, they'd been drawn into the sea of sameness and cliche that exists when it comes to advertising in the care category.

‍The objective

Drive enquiry for CareChoice's available SDA homes

Shine a light on a more modern approach to specialist disability care and stimulate a conversation about the category.

The approach

The strategic insight was that while people often assume to know what’s best forpeople living with complicated support needs, it’s almost always best to justask them what they want. So, the creative gives voice to the everyday preferences, the frustrations and the personal expressions of those living with complex disability, avoiding functional language and cliched scenarios thatstrip away individuality.

The execution

We cast 3 talent with disability and 2 real CareChoice support workers and shot a series of 6 short films. In each spot, we asked the hero to 'tell us what they really think, unearhthing provocative and even funny opinions on the restraints of large group living with a disability. The scripts demonstrate that quality, individualised care is the way forward and that CareChoice, by approaching home and care as one, is a leading provider.