AUCKLAND, Today: Arranging aged care for a parent is deeply emotional. It starts when the family realises their parent can’t live independently, a hard moment for everyone involved.
Josh Moore, Principal Partner at Pitchblack, shares, “The adult child’s perspective whilst managing the parent’s move to aged care is a story that’s largely untold, and one that Oceania understands too well.
With the help of Bill Withers ‘Lean on me’ narrating this honest interpretation of the journey many of us face, we hope to relieve some of the guilt felt whilst navigating the best care decisions for loved ones. Care that only a professional can deliver.”
Emma Dalton, General Manager at Pitchblack Partners, notes, “We’re having children later, our parents are living longer and we’re working longer hours. This crunch means we’re often unable to accommodate parents in our own home when they need more support.
“The adult child’s perspective whilst managing the parent’s move to aged care is a story that’s largely untold, and one that Oceania understands too well.”
“We hope this story removes some of the taboo around asking for help and encourages more conversations around aged care so we can continue to focus on spending precious, quality time together.”
Sandra Daniel, GM of Marketing and Communications at Oceania, adds, “We’ve never shied away from being authentic in our advertising and we know aging is hard for the whole family, but love makes it easier.
Our personalised approach to care supports our wonderful residents and enables the family to focus on enjoying their precious time together.”
The campaign, the first from Oceania’s new partnership with Pitchblack Partners and their sister production company Jetblack, launched on May 12th across TV, VOD, Cinema, Radio, and Digital.
CREDITS
GM Marketing and Communications, Oceania: Sandra Daniel
Senior Brand Marketing Manager, Oceania: Heike Middleton
Agency: Pitchblack Partners
Production Company: Jetblack Productions
Director: Ryan Heron
DOP: Chris Watkins
Art Department: Tom Holden
Producers: Sacha Moore & Pippa Keiller
Editor: Andy Deere
Online & VFX: Leon Senf
Grade: Marc McCarthy
Sound: Liquid Studios
Music Licensing: Music Mill
Media Agency: Hearts & Science
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