The Opportunity
South Australian not-for-profit aged care provider Life Care is aiming to create communities that better support older South Australians as they age.
In 2017 it lodged plans for three multi-storey integrated campuses in the eastern suburbs under a new assessment category for the aged care sector.
The scale and height of the proposals, combined with a new development assessment pathway introduced by the then State Government drew strong opposition from the local community.
communikate et al had been providing strategic communications and media relations advice to Life Care on a project basis since 2015 and was called upon for support as community concerns grew.
Our key objectives were to:
- Set up and manage an engagement program so residents’ concerns could inform amendments to the initial plans
- Brief wider stakeholders on Life Care’s overarching vision to create integrated campuses that support ‘ageing in place’
- Manage media interest in the proposals
Our Approach
We integrated with Life Care’s project team to provide advice and support which involved:
- Running a three-month community engagement program for feedback on Life Care’s three proposed concepts
- Informing the community of revisions to the concepts, based on feedback from them and the State Commission Assessment Panel
- Meetings with key political, community and industry stakeholders to discuss Life Care’s vision
- Proactive and reactive media relations
The Outcome
Within the industry and the families who turn to Life Care to support their older relatives, Life Care has been recognised for its vision for care and the extent of its community engagement during this period.
However, the opposition to the proposals and the new assessment pathway could not be overcome.
To safeguard its vision, Life Care chose to withdraw its proposals from the assessment process.
communikate et al managed the communication of this decision to the community, media and political stakeholders.
We have since assisted Life Care to consult with residents to revise the concept for its Joslin site. The majority of residents supported this concept and development consent was granted in August 2019.
