Moving Fast and Looking Good

1

• Moving Fast and Looking Good
• Greg Mundy
• CEO
• Aged and Community Services Australia

2
Moving Fast

• Policy Frontiers
• Housing
• New Generation Community Care
• New Generation Residential Care
• The International Stage
• IAHSA Chapter Membership
• CAST Affiliation
• SAGE Tours
• Looking Good - The ACSA Image Project

3
Policy Frontiers - Housing

• 44,000 units of seniors housing
• Back on public policy agenda
• Older Persons Affordable Housing Alliance
  (OPAHA)- with COTA, Brotherhood of St Laurence
• Summit 1st July
• National Rental Affordability Scheme (NRAS)
• Facilitation

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Policy Frontiers - Housing

• National Older Persons Housing Strategy
• More affordable and appropriate Housing
• Changing targeting of residential care
• ILU Strategy
• Universal design principles
• Home modification and maintenance
• A lot of what we do in aged care is to
  compensate for inappropriate housing

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Policy Frontiers Community Care

• ACSA put community care reform on public agenda
• Community Care Advisory Committee (2001)
• A Call for Reform (2002)
• Vision for Community Care (2002-2003)
• Community Care Coalition (2003-2007)
• Community Care Forums (2003, 2004)
• The Future of Community Care (2007)

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Policy Frontiers Community Care

• Response from Government
• The Way Forward (2004)
• Subsidies and Services Review (2006)
• Worthwhile tweaks
• System improvement focus
• Slow
• Slowed further by COAG Agenda in 2008
• Decision this week?

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Policy Frontiers Community Care

• Time for another go!
• New Generation Community Care
• Flexible packaged funding, from one program.
• Able to be used to provide or purchase the
  supports and services, including technology,
  required to enable an individual older person or
  a younger person with a disability to remain
  living in their own home and community.

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Policy Frontiers Community Care

• Consumers have a greater say in, and more control
  over, the services and supports required and
  provided.
• Community care providers are funded in line with
  the real costs of providing care and support.
• Accountability requirements focus on the outcomes
  for individual consumers.

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Policy Frontiers Residential Care

• Distinguish accommodation and care
• Consumers have a choice of accommodation
• Allow people to buy extra
• Pricing is flexible, adequate
• Government pays a fair price for care

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Policy Frontiers Residential Care

• Abandon the belt or the braces?
• Regulation is efficient, client focussed
• Single care regime (no high and low)
• Next Generation Residential Care ?
• Watch this space.

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The International Stage

• IAHSA Chapter Membership
• Become part of an international community
• 25,000 members in 30 countries
• Discount at IAHSA conferences
• Monthly newsletter (iahsa.net)
• Centre for Ageing Services Technology -CAST
• Institute for the Future of Aging Services -IFAS
• 75 min. fee pa. From 1January 2009
• SAGE Go and see them! Stand 56

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• Looking Good
• The ACSA Image Project

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Why is image important?

• If people define situations as real they are
  real in their consequences.
• W.I.Thomas 1929
• (Updated)

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Why is this important?

• Attractiveness to current and future workforce
• Attractiveness to funding bodies
• Feeling good about ourselves
• Confidence in dealing with regulators
• Confidence in dealing with financiers
• Public support for aged care

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What do people see in aged care?

• O would some Power the gift to give usTo see
  ourselves as others see us!It would from many a
  blunder free us,And foolish notionWhat airs in
  dress and gait would leave us,And even
  devotion!
• Robert Burns To a Louse

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Federal election research

• Top Message aged care people
• People who are looking after the elderly are
  seen as being compassionate and caring.
• Most did not think that these people were
  under-qualified and neglectful.

Focus group research conducted for ACSA by
Australian Research Group.
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ACSAs Image Project 2008

• Qualitative and quantitative research
• McGregor Tan Research
• To determine current perceptions and expectations
  of key stakeholders about
• Aged Care providers
• Aged Care industry
• By State/Ownership type/care mode

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ACSAs image project

• To inform
• Marketing and communication
• Desired branding
• Future positioning in eyes of community

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Methodology

• Executive depth interviews (20)
• Surveys of
• General Public (CATI) (1,200, 2.83)
• Employees (1,000, 2.97)
• Consumers (925, 3.22)
• Providers (650, 3.59)

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Key Findings - Qualitative

• Industry does not enjoy a good image but is
  valued by recipients
• Industry is always complaining about funding -
  conveys negativity
• Aged care needs to promote a more positive image
  a campaign

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Key Findings QuantitativeWhose opinion?

• We are more critical of ourselves than the public
  or consumers are.
• Eg Q5 - In general, would you say the
  communitys perceptions of the aged care industry
  are Positive, Mixed or Negative?

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A siege mentality

• Negative
• Public 14
• Consumers 14,
• Employees 24 (71)
• Providers 20 (43)

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Key Findings Quantitative Influences

• General Public rely more on personal experience
  and that of family/friends in forming their
  views.
• Employees and Providers much more aware of media
  coverage than public or consumers. (V. strong in
  qualitative data)
• Politicians live in the media

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Key Findings

• The aged care industry needs more Government
  support
• (Yes - average score 4.6/5)

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Key Findings - Brand Attributes

• An industry I admire
• Community focussed
• Caring
• Brand essence
• Where would we be without them?

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Key Findings - Summary

• Aged care is of critical importance to society
• Consumers and the general public have a positive
  view of aged care industry
• 9 out of 10 consumers are satisfied
• Aged care staff believe that people have a
  negative view

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Looking Good

• Ursa Communications engaged
• Developing a Campaign for us
• Based on McGT research
• Testing concepts now
• TV, print, radio, web
• National with local links

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Campaign concept

• Convey positive messages through people
• Aged care people are special
• Works at a number of levels
• Upstream and downstream stakeholders
• Covers issues from research
• Other examples

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Campaign Target stakeholders

• Media Fewer negative stories
• Government Maintain, enhance support
• Staff Feel good, stick around, join us
• Consumers families Continued confidence

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A sample

• Lets have a look at a taster
• A mood reel
• Ill show you a short DVD

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You can be part of it

• Contribute stories and ideas
• Buying media time isnt cheap
• This is a big job, we need your help
• If you can give us 500, 1500 or 15,000

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Together

• We can do this!

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Conclusion

• Send your campaign contributions to
• ACSA, Level 1, 36 Albert Rd, South Melbourne,
  Victoria 3205
• ACSA is a Deductible Gift Recipient
• Thank you for your attention