Using familiar language to help older audiences change behaviour

Consumer Affairs - Government

Using familiar language to help older audiences change behaviour

Consumer Affairs - Government

Business challenge

Consumer Affairs Victoria is working closely with retirement village operators and associations to improve the information available to potential retirement village residents. Evergreen was briefed to develop an awareness campaign aimed at retirees considering a retirement lifestyle, advising them to take an informed approach and seek independent advice before they commit to a contract.

Consumer Affairs Victoria works with consumers and retirement village operators and associations to help them understand their rights and responsibilities.

Strategy

The objective of the advertising campaign was to improve consumer understanding of potential retiree’s contract rights and obligations, prior to signing. The strategy was to communicate that retirement villages are a lifestyle, not a financial investment and if you are signing a contract, seek independent advice first. The proposition was ‘Take an informed approach to retirement living and reduce the chance of surprises later’, encouraging people to obtain impartial third party advice before committing.

2 half page ads for Consumer Affairs Victoria

Execution

Creatively, the campaign led with a statement ‘Let your head guide your heart’ as through research we knew well-known sayings resonate in the memories of an older audience.  

Multiple versions were created to target singles, couples and influencers, such as family or friends.

The campaign is running in Victorian metro dailies (The Age, Herald Sun) and community press targeted at areas with the highest incidence of retirement villages, also radio stations 3AW and Gold FM.  It will be followed up with direct mail to consumers and those groups influencing retirement decisions (financial planners, health care professionals).

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Business challenge

Consumer Affairs Victoria is working closely with retirement village operators and associations to improve the information available to potential retirement village residents. Evergreen was briefed to develop an awareness campaign aimed at retirees considering a retirement lifestyle, advising them to take an informed approach and seek independent advice before they commit to a contract.

Consumer Affairs Victoria works with consumers and retirement village operators and associations to help them understand their rights and responsibilities.

Strategy

The objective of the advertising campaign was to improve consumer understanding of potential retiree’s contract rights and obligations, prior to signing. The strategy was to communicate that retirement villages are a lifestyle, not a financial investment and if you are signing a contract, seek independent advice first. The proposition was ‘Take an informed approach to retirement living and reduce the chance of surprises later’, encouraging people to obtain impartial third party advice before committing.

2 half page ads for Consumer Affairs Victoria

Execution

Creatively, the campaign led with a statement ‘Let your head guide your heart’ as through research we knew well-known sayings resonate in the memories of an older audience.  

Multiple versions were created to target singles, couples and influencers, such as family or friends.

The campaign is running in Victorian metro dailies (The Age, Herald Sun) and community press targeted at areas with the highest incidence of retirement villages, also radio stations 3AW and Gold FM.  It will be followed up with direct mail to consumers and those groups influencing retirement decisions (financial planners, health care professionals).

← Back to case studies

Want to increase the effectiveness of your communications with Boomers and Seniors?

Want to increase the effectiveness of your communications with Boomers and Seniors?