Silver Chain Group
Silver Chain Group are an innovative, national not-for-profit who are passionate about a new kind of healthcare for all Australians.
They believe everyone deserves to live a healthy, safe and independent life in the comfort of their home, and to stay active and connected within their community.
Personal alarms form an innovative part of the Silver Chain home care offering, and they wanted to drive awareness and uptake of these connected devices.
We created a series of short films, based on our insight that to overcome resistance from aging yet independent adults, we’d need to reposition the alarms from being a symbol of increasing frailty to being a symbol of love.
This positioning allows family caregivers to express their concerns in a positive way. For the recipient, they can see the alarms as a reassuring presence in their lives, rather than a symbol of dependency. Casting three generations of the same family, we were able to elicit real connection and emotion and draw out experiences which spoke to the heart of the issue in a non-patronising way.
Launched at the start of the Christmas season, traditionally a time for family gatherings, for reflection on the year passed as well as for planning for the year ahead) it immediately got traction with tens of thousands of family viewers after being launched via Twitter.