The Beauty of Belonging
Bethanie operates as one of Western Australia's leading providers of aged care services, encompassing home care, residential aged care homes, retirement villages, and community housing. For several years, an increasingly crowded market and overlapping category messaging made it difficult for Bethanie to clearly differentiate itself, as competitors continuously claimed similar, functional promises of "personalised" and "empathetic" care. In 2025, Bethanie partnered with The Brand Agency to strategically address this issue, aiming to evolve its brand strategy and creative platform to relaunch a refreshed brand that would resonate authentically with consumers, ease the anxiety associated with aging, and solidify its market presence.
CHALLENGE
The Western Australian aged care category is characterised by competition and market saturation, with over seven major providers offering high-quality services throughout the state. Because many aged care providers can authentically claim to have skilled, person-centred care delivered to a high standard, differentiation in this category can be very challenging.
At the same time, demand is rising substantially as a larger portion of the population enters retirement and will eventually require a unique model of aged care support, suitable to their specific needs. Navigating this journey often comes with emotions of fear, grief, guilt, and anxiety over the loss of independence and sense of isolation. Consequently, the category is met with avoidance and denial, with families delaying decisions until a health crisis forces an urgent outcome. Our band campaign needed to connect with an audience experiencing challenging and complex decisions, offering a message grounded in empathy and human truth.
SOLUTION
A new brand platform was defined in collaboration with Bethanie, identifying the core strategic territory of ‘Belonging’ to address the universal human need for connection, feeling seen & heard, and living with self-determination. From this territory, our brand positioning needed to make a clear and compelling statement about the experience Bethanie strives to create for residents and their families each day. That is a community built on warmth, human connection and being valued for who you are.
This led to the unified, authentic brand positioning ‘The Beauty of Belonging’.
RESULTS
The campaign achieved immediate, powerful resonance with the Western Australian public, successfully driving significant uplifts across all major brand tracking KPIs in May 2026:
Strong Consideration Growth across the board
for Aged Care
(up from 43% in April)
for Home Care
(up from 28% in April)
for Retirement Villages
(up from 30% in April)
Surging Brand Preference more than doubled month-on-month
for Home Care
(up from 8%)
for Retirement Villages
(up from 9%)
for Aged Care
Increased Campaign Awareness
Net prompted awareness
Prompted awareness
30-second campaign
(up from 9% by May)
