We developed a holistic map of Australians aged 45+ years, providing insights that focused on social endorsement of seniority and the need for disruption in the usual depictions of old age.
THE PROBLEM

Our population is ageing and the Australian government wanted to help seniors take responsibility for their ageing selves: from work and finances through to health and wellbeing.

THE SOLUTION

From developmental research covering the breadth of Australia to airing of the campaign was 10 weeks. Within this timeframe we delivered large scale exploratory qualitative study, followed by large scale quantification which then lead to creative development and creative refinement research.

THE OUTCOME

We developed a holistic map of Australians aged 45+ years, providing insights that focused on social endorsement of seniority and the need for disruption in the usual depictions of old age.

Our work fed in to what eventually became the ‘Long Live You’ campaign.