There was little differentiation within the Aged Care industry, and it was also challenged with isolated cases negatively impacting its reputation. Respect, formerly Island Care, needed to create a defendable position in the marketplace and clearly tell people what set them apart from other aged care providers – their belief that dignity and respect are basic human rights, and their unwavering commitment to provide more than just care for their residents.
We wanted to disrupt the industry and show how Respect looked beyond the age of their residents and tended to so much more than just their basic needs. These are in fact people who are full of life, full of experience and full of friendship.
They are unique individuals and Respect cares for them deeply and appreciates who they really are. Respect’s care goes beyond age...beyond need...and beyond responsibility. Their caring goes beyond age.