Australian Unity ‘Rewrite the rules of living’ in new Home Health & Care campaign via The Royals

Australian Unity has launched its first major campaign for its rapidly growing Home Health & Care business, ‘Rewrite the rules of living’ via The Royals. The new campaign shows how active ageing throws out the outdated stereotypes of getting older.

“Who said the rules of ageing can’t change?” says Australian Unity GM, Customer & Marketing, Trisha Vessey.

“At Australian Unity we are empowering older Australians to age actively and independently – at home. ‘Rewrite the rules of living’ perfectly captures how our home health and care services adapt and move with our customers – ensuring their later years are lived with purpose, confidence and enthusiasm.”

The campaign demonstrates how, with Australian Unity, life keeps moving with home health and care that adapts to Australians’ needs, giving them independence in the place they call home. The integrated campaign features TV, radio, online and social executions.

Australian Unity Home Health is an integrated healthcare business and the largest provider of home care in Australia. In 2024, it acquired MyHomeCare expanding its home health and care offering in the $8.8 billion sector.

Says Andrew Siwka, founder and managing partner at The Royals: “The home health and care sector all too often portrays its audiences as passive participants waiting for life’s inevitabilities or insincere caricatures of older people living ‘youthfully’. It was time to break a few rules and present a more optimistic and active category perspective.”

Client: Australian Unity
Creative Agency: The Royals
Production: DIVISION
Director: Riley Blakeway
Photographer: Dean Podmore
Casting: Byrne Creative
Post House: White Chocolate
Music/Sound: Mosaic Music & Sound
Media: Initiative and Social Garden

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