TLC Healthcare is an Australian-based company dedicated to being a leader in innovative and integrated healthcare. The organisation’s primary purpose is to provide wellbeing to its communities by offering a comprehensive range of services. TLC operates within the Australian healthcare sector, with a pioneering business model that integrates residential aged care homes with a variety of other services, including primary care medical centres, early learning centres, gyms, and cafes.

The “Life Changing Care” campaign for TLC Healthcare was a strategic response to Australia’s crisis-ridden aged care sector. Launched in late 2024, the multi-channel campaign aimed to redefine the industry narrative by positioning TLC’s unique, integrated care model as a proven solution. In partnership with creative agency Howatson + Co and media specialist Jaywing, the campaign leveraged TV, radio, print, digital, and out-of-home advertising to build brand awareness and demonstrate tangible, life-prolonging outcomes. The campaign’s core message was anchored in a powerful, data-driven claim: residents at TLC’s integrated precincts live nearly two years longer than the industry average.

The execution was notable for its integrated approach, which linked traditional advertising with a relaunched website to create a seamless user journey. Despite challenges, including a tight production timeline and a restrictive M+ content rating from CAD, the team swiftly adapted by producing a secondary, G-rated version of the ad to secure crucial prime-time slots. Post-campaign research confirmed the success of this strategy, showing a significant increase in brand awareness from 36% to 43% within the four months. While audience reactions were at times polarising, the campaign was highly effective in capturing attention and establishing strong brand associations, ultimately reframing the conversation around aged care from one of despair to one of hope, innovation, and measurable outcomes. The initiative’s success underscores the power of combining emotional storytelling with clear, evidence-based messaging to achieve brand transformation in a high-stakes market.

For more information about TLC Healthcare, visit tlchealthcare.com.au.