LEVANDE SKINNY DIP
LEVANDE
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Retirement living is too often described through assumptions about what ageing means. Levande research showed the gap between those assumptions and how older Australians see themselves:
74% of older Australians feel younger at heart than their age.
45% believe society unfairly considers them too old for certain activities.
54% feel underestimated because of their age.
When asked which activities society might consider them too old to do, showing off their bodies ranked first and skinny dipping ranked second. That finding gave the campaign its audience insight and its idea.
Earn it
Adhesive led the ideation and execution of this earned media campaign, including:
event production and management
talent management
research expert engagement and research commission
data analysis
large-scale publicity
At sunrise at Brighton Baths, 65 older Australians, including Levande residents, took the plunge. Former Olympic synchronised swimmer turned fine art photographer Francesca Owen captured the swim in a series of images that reclaim what ageing can look like.
Make it Stick
Secured over 269 pieces of coverage in national top-tier publications across all national commercial broadcast networks (Channel 7, Channel 9 and Channel 10), in-depth radio discussion on 3AW and News Corp print coverage.
Reached over 8 million people across Australia.
Organised 6x media interviews for Levande spokespeople and residents.
"Impactful communications should do more than generate headlines. It should shift consumer perceptions, create connection with audiences, deliver genuine commercial impact and, most importantly of all, share the stories that matter."
Mike Maurice, Managing Director and Founder, Adhesive
"We knew it was the perfect way to capture the optimism, confidence and sense of possibility we see in our residents every day."
Nik Scotcher, Chief Customer Officer, Levande