New Zealand Aged Care Association



The New Zealand Aged Care Association is a sector at the forefront of the challenges of ageing in our society.  As providers of residential care, they deal with people at their most vulnerable. We have worked with the Association for over a decade on their industry strategy and direction. During many General Elections, we have managed a government lobbying campaign which has been successful in raising the awareness of the resources required to provide service to the rapidly increasing aged population.

The core of this initiative is to encourage people to “vote for the party that cares” – being the political party(ies) that support the chosen campaign issue, which is always about availability of care. The strong handle “Who Cares” has been used in every campaign and promoted publicly. Each campaign, the approach and a fresh creative angle is generated based around one core issue within the aged care sector. Other issues are also communicated, but for clarity and strength of impact, one lead issue is always selected. A full public and stakeholder engagement campaign using online, physical and email communication is delivered at the appropriate levels and times.

Krystal has worked alongside a design agency for many of these campaigns to develop attention-grabbing highway banners, print adverts, online advertising, digital billboards and in latter years, to develop a microsite for the campaign. Krystal also wrote web content and media releases with the client. The microsite attracted the attention of many politicians and it's activity was mentioned in the House at the time the last campaign was running.