HomeCaring reimagines how Aussies feel about care in first major brand platform via Ride Free
HomeCaring has launched its first major brand platform titled ‘A Better Experience’ created and produced by Ride Free, inviting Australians to reimagine in-home aged care through a deeply emotional, human-first lens.
The platform represents a pivotal evolution for HomeCaring, marking its shift from performance-led marketing to a long-term, brand-building strategy, and is complemented by the Your Love, Our Care campaign.
Launched at a critical time for the aged care industry, the campaign positions HomeCaring as a trustworthy, locally invested provider that delivers not just services, but a better experience. Its hero film, Your Love, Our Care, tells a heartfelt story of love and reciprocity – where care comes full circle between parent and child – reflecting the emotional truth of families navigating aged care decisions.
Running nationally across digital, BVOD and social channels, with television placements in key markets, the campaign builds mental availability and differentiates the brand from its competitors, ensuring HomeCaring is considered as a provider when families are choosing support.
The campaign is grounded in a simple but powerful insight: choosing care is both a practical and emotional decision. Families often feel overwhelmed by too many options, uncertain who to trust and fearful of making the wrong choice for someone they love. HomeCaring saw an opportunity to lead with heart and reliability in a category dominated by clinical, system-focused messaging – creating a campaign that feels warm, familiar and comforting.
HomeCaring Group Chief Customer Officer, Mitch McBeath, said the campaign reflects the reassurance and validation families feel when they see their loved ones genuinely cared for: “With thousands of conversations taking place every week between our local care teams and the families they support, we know that choosing care isn’t just a practical decision, it’s an emotional one.
“Families are navigating complex systems and decisions while trying to do right by the people they love. HomeCaring understands the weight of that decision, and we walk alongside families every step of the way, delivering a better experience with empathy, reliability and care.”
Set to a nostalgic soundtrack and anchored by the tagline “Your love, our care. HomeCaring, a better experience” the TVC celebrates the small gestures and generational bonds that define family care. Its cinematic approach, restrained storytelling and meaningful visual motifs mark a tonal shift for the category – moving away from campaigns that gloss over ageing, instead recognising that choosing care is a shared family decision.
Says McBeath: “We wanted to capture the emotional truth and weight of making care decisions for a loved one – a responsibility that so often falls to adult children who may be parents themselves.
“The story reflects HomeCaring’s strength in delivering genuinely personal care, and the mix of love, guilt and relief families feel when they trust someone new with the people who matter most.”
Says Nicholas James, Managing Director, Ride Free: “It’s been an absolute pleasure working with Mitch, Kieran and the HomeCaring team to develop this campaign. When we get the opportunity to work with brands that truly deliver impact, it makes the job even more rewarding. HomeCaring allowed us to engage with customers, franchise owners and other market research to design a campaign that would speak to the hearts and minds of every Australian. I look forward to building on the efforts of this execution by continuing our work with HomeCaring and helping Australians in need.”
Says Martin Jacobsen, Creative Director, Ride Free: “The HomeCaring team came to us with an inspiring brief to create something that captures how love and care move through generations. We partnered with acclaimed copywriter Jessamy Ross to develop a story that works both as a 30-second TVC and a 60-second brand film for their website, supported by digital and OOH assets.
“At its centre is a shared ritual between mother and daughter, a dandelion gifted twice. First, from Mum to young Charlotte as reassurance. Then again, years later, from a HomeCaring nurse to a now-grown Charlotte. The dandelions symbolise how the smallest gestures can mean everything, echoing the personal, local care HomeCaring delivers every day.”
The A Better Experience brand platform forms part of a broader evolution for HomeCaring, designed to make care choices simpler, more transparent and more empowering for Australians navigating aged care and disability support options.
Two major initiatives sit alongside the brand launch:
The Geography of Care, a national data-led report mapping the distribution of aged care, home care and disability support providers across Australia to identity “care deserts” and advocate for more equitable access across regional and urban communities.
The Switch Hub, an online resource that helps older Australians and NDIS participants understand how easy it can be to change care providers, debunking myths about funding transfers and continuity of care, and providing step-by-step, brand-agnostic guidance for switching providers.
Described internally as HomeCaring’s most significant brand investment to date, the campaign is built for longevity beyond its initial burst. The A Better Experience platform will anchor all future communications – from franchise recruitment and local marketing to social storytelling – ensuring a consistent national narrative that connects heart and trust.
Says McBeath: “We’ve always believed that care should feel personal, not transactional and our A Better Experience brand proposition is more than a campaign – it’s a reflection of how care is delivered every day. From the first phone call to long-term support, we’re committed to care that’s local, personal and dependent so families and care recipients feel confident in the support surrounding them.”
Creative and Production: Ride Free
Managing Director: Nicholas James
Creative Director: Martin Jacobsen
Media (Traditional): dentsuQLD
Digital Media: Luster
Client Team
Strategy: HomeCaring
Group Chief Customer Officer: Mitch McBeath
Head of Marketing: Kieran Reed
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