Aged Care Star Ratings
Client:
Department of Health, Disability and Ageing
Project:
Aged Care Star Ratings campaign
Industry/sector:
Government
Date of execution:
August 2024 - June 2025
Project budget range:
$150,000
Services:
Translations, community engagement, public relations and resource development
At a glance
The Aged Care Star Ratings campaign was developed by the Department of Health and Aged Care to improve residential aged care facility service transparency and assist older people to make informed decisions about accessing.
The campaign aims to engage Culturally and Linguistically Diverse (CALD) older people and their adjacent decision makers in tandem to develop their understanding of the Star Rating system.
Objectives
Communication objectives are identified as follows:
Raise awareness of Star Ratings with older people, their families and carers.
Increase trust in Star Ratings as an informative resource to compare quality safety services across residential aged care homes.
Increase search and use of Star Ratings through the ‘find a provider’ tool on the My Aged Care website.
Target audience
Older CALD Australians who speak: Mandarin, Vietnamese, Cantonese, Arabic, Greek and Italian.
The families, carers and decision makers of the aforementioned.
Our approach
Resource development
Produced 11 ‘Star Ratings Journey’ videos across seven campaign languages including English with translated voice-overs and subtitled animation.
Developed in-language print and online resources including a fact sheet for decision-makers, posters and a social media carousel.
Stakeholder engagement
Ran an eDM campaign, targeting more than 600 stakeholder organisations.
Media relations
Distributed in-language media releases in six campaign languages.
Community engagement
Hosted a webinar featuring four panellists from diverse backgrounds with expertise in the aged care sector.
Key outcomes
Star Ratings Journey videos reached more than 8,000 impressions in total. Animations with translated voice-overs and subtitles reached approximately 7,000 impressions.
eDM campaign received high levels of engagement with positive responses received from stakeholders.
Media relation activities achieved 17 pieces of coverage.
The webinar received 88 registrations and was attended by 41 participants.
Increased search and use of Star Ratings through the ‘find a provider’ tool by consistently referring to the campaign website across the delivery of all activities.
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