LiveUp is a not-for-profit healthy ageing initiative funded by the Australian Government Department of Health and Aged Care, designed to help older people in Australia maintain their independence and social connections as they get older. On the LiveUp website, people can find the information they need to age well.

The Shannon Company was engaged to help raise brand awareness and start a national conversation about healthy ageing.

Based on a ‘Change Narrative’, we created an earned and owned campaign to change the way older Australians and their influencers viewed ageing and the importance of staying connected and independent.

We did a national call-out for case studies of older Australians ageing well and adding life to their golden years, which resulted in two campaigns – ‘The Golden Girls’ and ‘Preston Multi-Cultural Elderly Welfare Centre’.

Concurrently, we produced and executed a national survey to uncover what Australians thought about ageing. On the back of this, we ran a thought-leadership campaign to raise LiveUp’s profile in the senior and ageing space.

This was supported by the ‘LiveUp Over A Cup’ video series produced by our creative department, along with strategic support to enhance LiveUp’s ConnectUp online community program.

Over a three-month period, ‘The Golden Girls’ and ‘Preston Multi-Cultural Elderly Welfare Centre’ collectively amassed more than 20 million views across broadcast, radio and print outlets.

Lynne Alexander and Jill Baxter, similar to Blanche and Rose from 80s sitcom The Golden Girls, were featured on The Today Show, A Current Affair, That’s Life, Studio 10 and more.

Preston Multi-Cultural Elderly Welfare Centre, a community centre in Melbourne helping more than 300 seniors each week to enjoy the upside of ageing, was featured on Weekend Sunrise for Lunar New Year with LiveUp occupational therapist Hillary O’Connell.

The LiveUp survey results and key spokespeople from our ‘Thought-Leadership’ campaign were featured in a range of news stories and opinion-editorial articles across 62 outlets, including 3AW, ABC Perth, Smooth FM, The Australian, The West Australian, Better Homes and Gardens, The Morning Show, Studio 10 and more.

95% of news stories and interviews contained two or more key messages, quotes from key spokespeople, positive sentiment, and click-through or reference to the LiveUp website.