Southern Plus breathes new life into the aged care sector with help from FutureBrand and 303MullenLowe

15 January, 2017 Share socially

Longer life expectancy brought on by better quality of living has meant that the aged care sector is under pressure to meet a growing demand for care services both in people’s homes and in residential facilities. In response to this, Government reforms are shifting the sector toward consumer-directed care resulting in people having greater control and choice, and allowing them to select the service providers and facilities that they feel best meet their needs.

As part of a significant transformation to position the business for success in this changing environment, Southern Cross Care appointed FutureBrand and 303MullenLowe – as branding and communications partners respectively – following a competitive pitch.

Southern Cross Care worked with FutureBrand to develop the new Southern Plus brand – designed to offer a better way to age and to provide a range of services that go beyond the category norm. The name itself speaks to the added extras, the additional value that Southern Plus can offer.

“The new brand perfectly captures our positive strategic intent for Southern Plus, and positions our organization and our people to deliver the very best services to our clients and their families.”
Jane O’Halloran
General Manager, Strategy, Southern Plus
​“Aged care is a sector undergoing its own transformation and we’ve worked closely with the Executive and their teams to immerse ourselves in the world of their clients and carers. It’s been an emotional journey at times and we’ve harnessed this emotion in building the Southern Plus brand to focus on the things that matter most.”
Richard Curtis
FutureBrand ANZ & South East Asia CEO

303MullenLowe were then charged with the task of developing a long-term communications strategy to deliver the new brand to the market and grow the business.