Opal Healthcare
Bringing joy to those
we care for.
We developed a fun, emotive and engaging way of bringing to life the new 2019 Australian Government Quality Standards and amplified Opal’s culture and purpose.
In 2019 the Australian Government introduced a new set of Aged Care Quality and Safety Standards (Quality Standards) that were implemented across the aged care sector.
Opal Health Care asked Focus Creative to develop an engaging way of bringing these standards to life, which would be compelling for their team members, many of whom are from culturally and linguistically diverse backgrounds, working across various geographically dispersed locations in Australia.
Through our research and ideation sessions with Opal, we understood that their purpose statement: "to bring joy to those we care for", was a powerful expression that we could really bring to life in this campaign. We could see that living the new Quality Standards was wholly aligned to Opal's purpose and would bring joy to the elders in their care.
It's from this concept that the Joy campaign came to life.
We created a series of characters that represented the diversity of Opal residents with a focus on dignity, choice, cultural identity, and independence.
Our characters took the form of friendly animals that were distinctive and individual. Each animal had a unique story to tell, which demonstrated how the Opal team could support each individual to live their best life in care.
The campaign's success and the excellent response to the Opal Joy characters within the homes led to posters, cards, and mugs produced, which served as a powerful reminder each time they were used. The campaign was also recognised by the Aged Care Quality Safety Commission recognising it as a great example of innovation. The project also recently won a SILVER Design Award in the Driven X Design Award program for its execution.
