Benetas Campaign Addresses Research Highlighting Seniors’ Reluctance to Seek Home Care Sooner

The majority of older Victorians prefer to maintain their independence by staying in the family home as long as possible, according to the latest Benetas research*. Unfortunately, the same research suggests many of these same seniors are reluctant to seek out and receive home care.

More than 90 percent of Benetas clients said receiving services at home allowed them to continue living their life in familiar surroundings – where children were raised, milestones were marked and special occasions were celebrated. 

The research also found that 46 per cent of those who rejected home care services, did so because they were concerned about losing independence and 34 per cent said they were uncomfortable having strangers in their home.

Benetas’ Long Live Home media campaign, which launched this week, was developed by creative agency Silver Lining to break down the misconception that home care was an interruption to their daily routine. 

The campaign highlights how people aged 65 and older can receive support at home and continue doing what they love.

The campaign features senior Jeanne and her beloved chair. In the background Benetas home care workers carry out tasks, in fast forward, around the home, allowing Jeanne to get on with what she enjoys doing. 

Benetas General Manager Community Health and Care Helen Kemp said the campaign perfectly illustrated how receiving home care in no way impeded the way older people went about their lives. 

Ms Kemp said home care workers adapted and worked to a person’s preferences, meeting the needs that were unique to them. 

“The research clearly highlights that staying at home means a lot to older Victorians, it’s our job to do whatever we can to support them,” Ms Kemp said. 

Silver Lining Founder Jonny Clow said Jeanne’s chair provided the vantage point to explore Jeanne’s interactions, using the music and visual effects to highlight the invisible support provided by home care workers. 

“Home is where the heart is and we would all like to stay there for as long as we can,” Mr Clow said. “The memories a home holds are defined by not only the people within it but also the things they accumulate over the years.”

* Research includes a mix of internal Benetas customer research and market statistics conducted from The Catalyst Report – Home Care insights, both in 2023.

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