In 2025, the Department of Health, Disability and Ageing set out to reform aged care in response to the Aged Care Royal Commission. This will put the rights and needs of older people first, and ensure Aboriginal and Torres Strait Islander people have access to culturally safe, appropriate and accessible care.
The Department engaged Gilimbaa to create communication products that communicate clearly about the aged care system, and aged care reforms, to Aboriginal and Torres Strait Islander audiences.
We initially developed, in conjunction with the Department, a detailed communications plan with the aim of (a) using culturally relevant and highly visual communications resources, shared through local, respected and trusted sources, to build trust among First Nations people, (b) using clear distribution tactics, including media outreach, social media amplification, and stakeholder engagement, designed to maximise awareness, (c) ensuring all key intermediaries and community voices are empowered to share information using resources which will be engaging and easily understood, and (d) using local media voices and channels to increase awareness and engagement.
Campaign development included design of a cultural look and feel and campaign theme, development of an ‘Aged Care Journey’ animation, a video series on working in aged care, an animation series on ageing well, brochures, fact sheets, social media assets, and a photo library.
For more information about the campaign, visit the Department’s website.
Artwork by Chern’ee Sutton.
