MercyCare presents a lifetime of care in new ‘When Life Needs’ campaign via Chapter

MercyCare has launched the second campaign under its ‘When Life Needs’ brand platform, via Chapter, with a new suite of films celebrating the role care can play across every stage of life.

 

Led by a 30-second brand film, with 15-second Early Learning and Aged Care executions, the campaign follows the journey of life through a simple visual device: hands.

From the first hands that hold us, to the hands that help us learn, support us through life and care for us as we grow older, the films use intimate, emotive moments to tell a broader story of lifelong care.

The approach reflects the breadth of MercyCare’s services across early learning, disability, community, home and aged care, brought together through a simple, cinematic story of care across a lifetime.

A custom-composed music track by Tim Count carries the films through the changing stages of life, helping move the work from the energy and optimism of childhood through to the quieter, more reflective moments of later life.

Nawal Leon Kurson, Manager of Brand Communication and Marketing, said: “We greatly value Chapter’s creativity and strategic direction, and this campaign shows why. The films are emotive and meaningful, and they represent our brand beautifully. They speak to what people need from us at every stage of life.”

Dean Hunt, Founding Creative Director at Chapter, said: “MercyCare has provided Western Australians, in need of support, hands-on care since 1846. Life – a short story, was inspired by their expertise in all-of-life care and tells that story through a series of close-ups of caring hands. A simple, distinctive campaign, wonderfully executed by Rhythm and MDS. Thanks to Nawal and MercyCare for entrusting us with your brand. And media support from Dentsu.”

The campaign closes on the platform line When Life Needs, reinforcing MercyCare’s role in being there when people need care, support, or simply a helping hand.

Credits
Client: MercyCare
Agency: Chapter
Production: Rhythm
Music: MDS
Media: Dentsu