Australian Unity

Finding care workers to make a difference

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Campaign strategy
Creative concept development
Campaign planning and management
Copywriting
Digital design and build
Graphic design

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Australian Unity provides financial, healthcare and retirement living services to half a million Australians. They required a campaign to help recruit the best staff to set up and operate a new aged care facility. Candidates were needed across a range of job types and to build a talent pool to draw on should the anticipated attrition rate materialise.

Hard Edge developed a creative concept with a strong human element to attract a new breed of candidates who were passionate about making a positive difference and encourage them to apply. Once the creative direction was established, the campaign was developed and rolled out across print, digital and channel communications.