Hireup launches national campaign for personalised aged care at home

Hireup has launched its first national aged care campaign as it extends its online platform to support older Australians seeking care at home.

The campaign, titled "Find a higher standard of aged care, at home", was developed with Your Creative and will be distributed nationally across channels including radio, broadcast video on demand, digital, and print. It signifies Hireup's official entry into the aged care sector, building on its existing presence in disability support.

Campaign details

The media campaign shares stories from older Australians as well as their families and support workers, illustrating how support goes beyond basic tasks to include trust, connection, and fostering independence. Examples highlighted in the campaign range from assistance with daily tasks such as chores and gardening to activities such as playing chess and delivering specialised personal care.

Chief Marketing Officer at Hireup, Jen Dickson, said: "Older Australians deserve support that not only meets their needs but enriches their lives. We know what quality aged care really looks and feels like - giving people the independence to keep doing what they love, on their terms, in their own home. This campaign highlights the power of relationships and the promise of higher-quality support, where personal connection meets practical care, built on continuity, choice and trust."

Lauren Crystal, Managing Director at Your Creative, commented on the approach taken to design the campaign. She said: "The idea behind the campaign was to break down the usual way we see ageing and the home - to show care that's personal, joyful, and full of agency. It gives people a glimpse into a new kind of aged care at home. Hireup are genuinely changing the way aged care is done, and we're proud to have played a part in that."

Building on previous experience

Hireup's platform has been connecting people with disability to trained support workers across Australia for ten years, offering personalised and relationship-based support. By directly employing its workforce and managing employment obligations, the platform has facilitated a model emphasising choice and trust for users. According to company figures, Hireup employs 14,000 workers servicing 82% of Australian postcodes, supporting an estimated 11,000 people with disability annually and facilitating over 152,000 user connections. The platform has delivered 21 million hours of support since 2015.

Expanding into aged care, Hireup aims to provide older Australians with similar degrees of choice and control, supporting their preference for living independently in their own homes. The model also offers workforce solutions for home care providers, particularly as the sector addresses a national shortage of skilled workers.

Sector context

The launch of the aged care campaign comes as upcoming Support at Home reforms are due to be implemented in November. These reforms are set to impact the structure and delivery of aged care in Australia, prompting many providers to reassess their strategies.

Hireup's entry into aged care positions it among emerging players in the sector, engaging directly with older Australians and their families through digital matching of support workers and managed employment arrangements. The platform's expansion intends to address not just the provision of support services, but also continuity and relationship building, themes highlighted in the campaign narrative.

"Older Australians deserve support that not only meets their needs but enriches their lives. We know what quality aged care really looks and feels like - giving people the independence to keep doing what they love, on their terms, in their own home. This campaign highlights the power of relationships and the promise of higher-quality support, where personal connection meets practical care, built on continuity, choice and trust."

The campaign, rolled out across several media platforms, is part of Hireup's broader ambition to replicate its disability support approach for the aged care sector, aligning with national trends towards greater independence and personalisation in home care.