Anglicare Southern Queensland brings young + old together with #OldMate Queensland campaign

Anglicare Southern Queensland has launched its brand new, integrated campaign #OLDMATE Queensland this week . #OLDMATE smashes the stereotypes of getting old, showing the elderly for who they are as individuals, as dancers, as adventurers, and more – not just their age.

The campaign across social, digital and outdoor aims to reduce loneliness amongst the elderly, change cultural perceptions of ageing and encourage 18-35 year olds to volunteer and engage with people over 65.

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#OLDMATE Queensland is a new direction for Anglicare, harnessing partnerships and collaboration to rejuvenate the 140-year old brand to engage with a younger audience.

The Anglicare Marketing Communications team produced the campaign in house and enlisted partners: youth media company VICE, Queensland billboard and signage company goa and social impact strategists spur:org to bring #OLDMATE Queensland to life.

A VICE video features MTV star, DJ and social media influencer extraordinaire, Flex Mami following her as she spends the day with Anglicare clients in the Sunshine Coast – Wally (90) and June (84).

goa recognising the messaging and impact the campaign could have for the young and elderly alike, provided $250,000 worth of free digital billboard advertising across Brisbane and the Gold Coast. This is the third consecutive year goa have supported Anglicare Southern Queensland campaigns probono Billboards will be live for six weeks during February and March and again during National Volunteers week and Queensland Seniors Week

Says Chris Tyquin, CEO and joint managing director, goa: “We’re excited to be working with Anglicare for the third year running on #OLDMATE Queensland. It’s a great idea to solve an important issue, and we’re glad that goa can help to spread the message further.”

The campaign stars 12 Anglicare Southern Queensland aged care clients across digital, outdoor and video.

Anglicare Southern Queensland head of marketing and communications Amy Lee-Hopkins said #OLDMATE is a fresh new approach for Anglicare to engage with young people and reinvigorate and change perception of the Anglicare brand.

Says Lee-Hopkins: “I am really proud of this campaign and grateful to our partner’s, #OLDMATE highlights the very important issue of loneliness for both young and old and we hope that more young people will want volunteer to spend time with an #OLDMATE.”

Anglicare Southern Queensland

Anglicare clients – Wally and June