BlueCare
Next Chapter
overview
Brand Strategy
Campaign Creative
Graphic Design
Website
Social Strategy
Media Planning
BlueCare is one of Queensland’s largest and most trusted providers of aged care, disability support, and retirement living.
Founded in Queensland in 1953, the organisation operates as part of UnitingCare, delivering in-home care, residential aged care, and retirement living options to help Australians live independently and with dignity.
Guided by its not-for-profit mission, BlueCare is recognised for its compassionate, person-centred approach and its long-standing commitment to supporting the wellbeing of individuals and communities across Queensland.
the challenge
BlueCare was widely recognised for its home care services, but its award-winning retirement villages were underrepresented in the market.
The brand needed to shift perceptions and attract a younger retiree audience, moving away from aged-care tropes and showing the vibrant lives being lived at their 30 villages across Queensland.
Our Solution
We created a new brand platform – “Start your next chapter with BlueCare” – and developed authentic content featuring real residents and their stories.
The refreshed website and social strategy showcased retirement as a new beginning, supported by a multi-channel media plan including TV, outdoor, radio, BVOD, programmatic, and native ads.
We achieved exceptional results across our retirement living portfolio, with all villages fully booked for 2025 and waitlists already extending into 2026. Our marketing efforts delivered a 15% uplift in assisted awareness and a 40% increase in engagement across Meta platforms, supported by strong campaign efficiency and positive feedback from village managers.
By reframing retirement as a new beginning through authentic storytelling and targeted media, we successfully shifted perceptions, deepened audience connection, and drove outstanding business performance.
what makes this special
Real residents’ stories reframed retirement living, unlocking a new audience and repositioning the brand.
Contact us
Let’s grow something amazing together.
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