Alpha Support at Home has launched a new campaign in collaboration with creative agency Nation, encouraging older Australians to 'say no to the nursing home' and take control of their ageing process.

The campaign, which went live on Sunday, spans TV, radio, digital and social channels, drawing inspiration from protest campaigns of the 1960s and 1970s. It aims to encourage Australians to consider alternatives to traditional aged care options.

According to a survey cited in the press release, 80% of older Australians reportedly wish to remain in their current homes. The campaign includes playful cues such as hand-knitted balaclavas and TVs being tossed out the window, aiming to carry the message across social and digital platforms.

"There’s an elephant in the room that no one is talking about in aged care marketing — the fact that for many, ending up in a nursing home is something they really fear and resist. Our campaign taps into that sentiment while also raising awareness that there is an alternative choice for many people, and Alpha Support at Home can provide that alternative," said Janice Hoad, National Marketing and Communications Manager at Alpha Support at Home.

The campaign is Alpha Support at Home's first brand campaign. The campaign was developed by a team including Joel Hepburn-Brown, Janice Hoad, Sujan Bhusal from Alpha Support at Home, and Greg Knagge, Nick Brz, Ollie Prenton, Alice McKenzie, Courtney Hill, Tom Benson, Judi Oehme from Nation.

"’Say no to the nursing home’ is a defiant, feel-good brand platform that denounces the condescending clichés of the aged care category and empowers a long-misunderstood audience to take back control over how and where they grow old," said Nick Brz, Creative Director at Nation.