Chemistry highlights the domino effect of underfunding aged care

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AUCKLAND, Today: Independent brand response agency Chemistry has partnered with Anthem PR to help the Aged Care Association highlight the domino effect of Aotearoa’s aged care crisis.

Aged Care Association comms manager Liz Robinson said: ”This highlights the grim future for our ageing population and whānau, and demonstrates how the broken funding system will negatively impact not only our seniors but the entire country.

“With the number of Kiwis aged 80+ set to triple by 2040 and resources to support them declining, we’re going to see an increase in overworked doctors and nurses, older Kiwis with nowhere to go, parents having to care for their parents at home and longer wait times in public hospitals.

“This is the domino effect we’re aiming to highlight; it’s a plea for politicians to wake up and face the crisis that’s set to affect us all.”

“Chemistry and Anthem have taken a serious issue and created a powerful and emotive narrative that will resonate with our audiences. Their work has exceeded our expectations.”

“This is the domino effect – it’s a plea for politicians to wake up and face the crisis that’s set to affect us all.”

The Domino Effect campaign goes live this week across TV, VOD, OOH, digital, social, radio and DM, with Anthem running an aligned Government Relations and PR campaign simultaneously.

“Working alongside Anthem to spread awareness about this crisis, we’re hoping to mount pressure on the Government so they prioritise the sector and adopt a more sustainable funding model, bringing about meaningful change for the future of all Kiwis,” says Monique Bedford, senior business manager at Chemistry.

“Every now and then, you work on something that grabs you and becomes more than just a job.,” she said.

Creative directors, Matt Watts and Sarah Chernishov said: “After meeting some of those affected by the crisis, this fast became one of those jobs.

“It’s heartbreaking to see what’s going on within the sector – and it’s a privilege to help shed some light on the issue and hopefully rattle some cages at the top,” they said.

About Chemistry
College Hill Auckland-based Chemistry is an independent brand response agency that works with some of the country’s leading retail, automotive, financial services, and consumer brands, including Jaguar Land Rover, State, AMI, NZI, Samsung, Caltex and MTF Finance.


Client: Aged Care Association
Communications & Engagement: Liz Robinson

Agency: Chemistry
Director: Joseph Silk
Executive Creative Director: Susan Young
Creative Director: Matt Watts & Sarah Chernishov
Senior Business Manager: Monique Bedford
Business Director / Producer: Kimberley Warren
Senior Designer: Courtney Tremewan & Darryl Dustan
Media Manager: Diane Besim

PR Agency: Anthem
Executive Director: Sarah Geel
Government Relations: Jo Wills

Production: Corner Store
Director: James Solomon
Producer: Eva Trebilco & Lara Marshall
Photographer: Fraser Clements
Gaffer: Karl Saunders
Mua: Jodi Blackwood
Production Designer: Tane Jarrett
Editor: Marcus Brill
Motion Graphic Artist: Leon Senf

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