Hireup launches new ‘Find a higher standard of aged care, at home’ campaign via Your Creative

Hireup, one of Australia’s largest online platforms supporting people across disability and aged care to find and choose support workers, has today launched its first national aged care marketing campaign, “Find a higher standard of aged care, at home”. Created in collaboration with Your Creative, the multi-channel rollout will run nationally across radio, broadcast video on demand, digital and print, marking Hireup’s official expansion into aged care.

 

The “Find a higher standard of aged care, at home” campaign shares stories of older Australians, their families, and support workers. From daily chores and tending the garden to a game of chess or more specialised care, the campaign highlights that support is about more than ticking off tasks – it’s about building trust, creating moments of connection, and giving older Australians the independence to live life on their own terms, in their own home.

Says Jen Dickson, Chief Marketing Officer, at Hireup: “Older Australians deserve support that not only meets their needs but enriches their lives. We know what quality aged care really looks and feels like – giving people the independence to keep doing what they love, on their terms, in their own home. This campaign highlights the power of relationships and the promise of higher-quality support, where personal connection meets practical care, built on continuity, choice and trust.”

Says Lauren Crystal, Managing Director, Your Creative: “The idea behind the campaign was to break down the usual way we see ageing and the home – to show care that’s personal, joyful, and full of agency. It gives people a glimpse into a new kind of aged care at home. Hireup are genuinely changing the way aged care is done, and we’re proud to have played a part in that.”

For over a decade, Hireup has transformed the way people with disability connect with support workers, directly employing thousands of trained professionals to deliver personalised, relationship-based care. Now, the platform is bringing the same approach to aged care, helping older Australians live independently with more choice and control.

The campaign launch comes as the aged care sector prepares for the Support at Home reforms in November, positioning Hireup as a key player in a rapidly evolving market.

Hireup:
Chief Marketing Officer: Jen Dickson
Brand partner: Your Creative