Chemistry Highlights the Domino Effect of Underfunding Aged Care in New Campaign

Highlighting the grim future for our ageing population and whānau, the campaign 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,” says Liz Robinson, of the Aged Care Association.

“This is the domino effect we’re aiming to highlight through our latest campaign; it’s a plea forpoliticians 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.”

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,” said 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. 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,” said creative directors, Matt Watts and Sarah Chernishov.

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.