As we age, our risk of incapacitation increases, as does our fear of losing independence and burdening loved ones with the responsibility of making decisions on our behalf. Despite these fears, people see planning ahead for future incapacity and death as an unpleasant experience that they would prefer to avoid for as long as possible. We wanted to drive consumers over the age of 50 years online to our website, to help them start a conversation with their loved ones about their wishes for the future.

In Australia, being a fan of science fiction is tantamount to an admission of social ineptitude. It carries connotations of isolation from the real world, and of being someone who would prefer to spend their energies in battle against threatening alien societies than in engaging with the ordinary problems of humankind.

Clearly fanatical about science fiction, the son in our radio spot is unlikely to be a person who could deal with the realities of the serious financial and care decisions he would have to make, if his father were no longer able to make his own decisions.

Healthcare advertising in Australia is bound by national legislation and regulated by several national bodies. The aim is to protect the industry’s reputation for quality medicines, and to manage the risks to consumers associated with the use of medicines. This means that the quality of evidence required to support advertising claims about medicines is high, and that Rx products may not be advertised direct to consumers. This usually makes healthcare clients conservative in their approach to advertising. However, in the absence of any direct connection to a specific medicine within the advertising, our client was willing and able to take more risks with the creative approach.

Our website is not the only source of information about advance care planning available to consumers. So rather than simply providing another information website, Alzheimer’s Australia wanted to provide practical tools in simple language to empower people to remain in control of their future. The website and campaign aims to invert the depressing and unpleasant perceptions currently surrounding the concept of advance care planning, and make it a positive and empowering experience - something that people are willing to discuss and take action on.

SFX: Answering Machine

SFX: Homemade sound effects

Male VO1:

Hi It’s Chris. I can’t take your call now. I’m off fighting the rebel Neptorians in a far flung galaxy. My intergalactic space craft has taken a beating but the force is strong. So leave a message and I’ll return it through my nano voice transmitter once I defeat the dark emperor.

Male VO2:

Chris, it’s your dad call me back

Announcer: You may love your son’s imperial ambitions but maybe he’s not ready to look after your finances and future care.

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