OPAN
Aged Care Advocacy Line
Overview
After a lifetime of being heard, too many older Australians find themselves feeling invisible.
For OPAN, we set out to change that — creating a campaign that empowers older people to speak up, know their rights, and get the support they deserve. Because sometimes, the simplest action - making a call - can make the difference between accepting life lying down and standing up for your rights.
The Older Persons Advocacy Network (OPAN) exists to give older Australians a voice — offering free, independent support to those navigating the aged care system. But many people who need that support don’t realise help is just a phone call away.
Our challenge was to cut through feelings of resignation and remind people that their voice still matters.
We created a clear, memorable platform built around a simple idea: empowerment through action. By bringing the helpline number to life with a distinctive animated treatment and a three-note sonic cue, the campaign made the message both emotionally resonant and easy to recall — reinforcing that getting help is as simple as making the call.
Rolled out nationally across TV, radio, print and digital, the campaign balanced realism, empathy and hope — reaching older Australians wherever they are, and encouraging them to take that first step.
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