DSS

A Life Changing Life

Background

Australia’s ageing population is creating an urgent need to grow the care and support workforce. 140,000 new workers are needed by 2024. That’s an increase of 43%. But it’s not just about numbers. It’s about building a workforce with the right skills and qualities to meet the changing needs of Australian veterans and seniors and people with disabilities.

CHALLENGE

The care and support sector has an image problem. Gloomy, clinical and one dimensional. Driven by cultural attitudes, a Royal Commission and negative media portrayal. How to attract a new generation of care and support workers to a sector with such a bad reputation?

sOLUTION

We needed to rewrite the story. To refocus the conversation and reset the sector.
We needed to change perceptions, attitudes and ultimately behaviour. To tap into the belief that people think they are destined for something with a higher calling. A Life Changing Life. Offering people purpose, meaning and work that contributes to society, others and themselves.

ReSULTS

Launched in August 2021, A Life Changing Life disrupted outdated perceptions. And changed the perception of a career in the care and support sector to what it truly deserves to be. Life changing.

TVC - DARCY, JAKE and CAROLINE

TVC - ELIZABETH And MANDY

PREROLL