Ending the Abuse of Older People Begins With a Conversation

Client: GovernmentService: Communication strategiesService: TranslationsService: Community engagementService: Advertising and productionService: Public relationsService: Resource development

28 Apr

Written By Deanna Chapman

Morning tea community engagement session

Client:
Attorney-General’s Department

Project:
Ending the Abuse of Older People Begins With a Conversation campaign

Industry/sector:
Government

Date of execution:
March 2023 - March 2024

Services:
Communication strategies, translations, community engagement, advertising and production, public relations and resource development

At a glance

Elder abuse can profoundly impact every aspect of a person’s life. Many victims and bystanders face significant cultural, linguistic and social barriers that make recognising abuse and seeking help challenging. To address these challenges, the Attorney-General’s Department engaged Cultural Perspectives to educate culturally and linguistically diverse communities on its Ending the Abuse of Older People Begins With a Conversation campaign.

Target audience

Older people and the broader community who speak Mandarin, Cantonese, Greek, Vietnamese, Italian and Arabic.

Subject matter

Aged care, age discrimination and elder abuse.

Demonstrated expertise

Advertising, media relations, media partnerships, stakeholder engagement, culturally tailored resource development, translation coordination and multilingual community engagement.

Project description

Objectives

Increase awareness that elder abuse is a problem the community cares about and wants to address.
Increase awareness that information and support are available to older people who may be experiencing or are at risk of abuse (including via compass.info and 1800 ELDERHelp).

Key activities

Advertising

Produced in-language advertisements in both 15-second and 30-second formats and adapted them into 18 executions for dissemination.
Distributed them through various media platforms, including television, out-of-home (OOH) and online.

Resource development

Developed in-language campaign resources in audio and print formats.

Stakeholder relations

Developed translated information brochures and distributed to 100 stakeholders through a stakeholder eDM campaign.

Community engagement

Delivered six morning tea sessions across three states, centred around a Community Ambassador Program.

Media relations

Developed a media release which was translated into the campaign languages and distributed to over 200 outlets.
Partnered with five radio outlets to broadcast the campaign’s hero audio resources. Placed in-language campaign resources on the radio stations’ websites and social media platforms.

Key outcomes

Ads raised awareness of the topic by ensuring a broad and diverse audience reach.
Over 30,000 information brochures were distributed to 100 relevant stakeholders, with the eDMs performing above standard open and click through rates.
Community sessions involved 135 participants nationwide. Received positive survey results that shows an increase of attendees’ knowledge of elder abuse, support services and their rights to be involved in decisions relevant to themselves.
Earned media strategies received 32 pieces of coverage and paid media partnerships produced 13 pieces of media coverage which brings to a total radio listenership of over 2 million.