Complacency comes at a cost for the retirement village sector [Video]

In the early 80s I was employed at a Sydney advertising agency. We had many smart clients but one in particular stood out: BP.

The ABC 7.30 negative events of the past few weeks tell me that the retirement village sector (and the aged care sector) needs to learn from BP.

At that time BP was planning to be a major explorer for oil off the Victoria coast, uranium in SA and gas in Northwest Australia – all very controversial projects.

Three years before they had concrete discoveries and plans to build, they commissioned our agency to conduct an education and positioning media campaign. That campaign was titled The Quiet Achiever – a line conceived by Leo Schofield, my boss. See it here.

It worked brilliantly; when it came time to start digging BP was understood and positively received by the public and the Government. 

My point? The retirement village …