MUSE Gold

Australia

2021

More Good Days

Entrant Company

creativeXpeople at Synergy Group

Category

Strategic Program

Client's Name

Department of Health

Sub-Category

Brand Strategy Campaign

Synergy were engaged by the Australian Department of Health to lead a project focused on distilling the complex care support concept of ‘reablement’ into practical support materials for aged care service providers to drive adoption and implementation of ‘reablement’ approaches within the Commonwealth Home Support Provider sector. This project was grounded in extensive stakeholder consultation with a large range of representatives from the aged care sector, including service providers, peak bodies, Aged Care Assessment organisations, state government departments and various departmental and industry-led working groups. This was supported by extensive best-practice and international research into reablement, examining its success and its adoption both domestically and internationally. Combining our stakeholder engagement expertise with our design and ideation capability, we analysed interview data, overlayed with research findings to identify gaps and barriers to the adoption of reablement concepts amongst Aged Care service providers. From this we designed creative concepts aimed at breaking down reablement to its core, to visually engage the sector and clearly articulate the intent and benefits of reablement. We then conducted audience testing and validation to refine the concepts and messaging into one. The concept ‘More Good Days’ was born. Using the More Good Days concept we then developed strategies to rollout key engagement activities and products targeted at breaking down barriers, maximising understanding and creating opportunities for maximum adoption of reablement. The delivery of this project has helped to tackle some of the major problems that face the aged care sector. In creating products that target those who provide the essential services to this sector, we have been able to work towards embedding person-centred practices that promote greater independence, improved confidence and quality of life in those who receive these services. These outcomes not only benefit older Australian’s but also the wider sector and the nation as a whole, reducing pressure placed on the aged care system as individuals are able to maintain independence, reduce the amount of resources needed for their care.

Credits

Synergy Group
Preety Wraich
creativeXpeople at Synergy Group
Madeleine Ogden
creativeXpeople at Synergy Group
Andrew Gibbon
creativeXpeople at Synergy Group
Cameron Porombka
creativeXpeople at Synergy Group
Corinne Steele
creativeXpeople at Synergy Group
Carmen Lorkin
creativeXpeople at Synergy Group
Erin Collett
creativeXpeople at Synergy Group
Emma O'Connor
creativeXpeople at Synergy Group
Renee Fuller
creativeXpeople at Synergy Group
Jason Perelson
More Gold Winners
2021
United States

Entrant Company

Miller Maxfield, Inc.

Sub Category

Nonprofit

2021
United States

Entrant Company

Legend

Sub Category

COVID-19-Related (NEW)

2021
Italy

Entrant Company

Arachno Agency - Milan

Sub Category

Art & Design

2021
United States

Entrant Company

Mindsailing

Sub Category

Business to Business