Goodwin 70th Anniversary Campaign

Goodwin Aged Care Services

As Goodwin approached its 70th anniversary, the organisation aimed to commemorate this milestone with a campaign honouring its history and positive impact in the community. CRE8IVE was tasked with creating a holistic campaign to celebrate Goodwin’s legacy, while realigning its positioning to actively promote its key services. The campaign reinforced Goodwin's role as a leader in aged care, bridging past achievements with its evolving modern offerings.

Project scope
Strategy
Marketing & Comms
Brand & Creative
Sector
Care & Community
Non-Government Organisation
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    The challenge

    Goodwin sought to honour its 70-year legacy while generating positive awareness and realigning its positioning to promote in-home care, retirement living, residential care, and allied health. CRE8IVE needed to craft a campaign that celebrated Goodwin’s history, highlighted its evolving services, and engaged diverse audiences, from long-time supporters to newer stakeholders.

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    Goodwin Photo Collage
    The strategy

    Using the shared expertise of the agency, CRE8IVE developed a strategic campaign that highlighted Goodwin’s legacy using a cohesive mix of digital, print and event-based mediums to connect with diverse audiences. Culminating in a 70th anniversary celebration and a suite of marketing assets, all elements were strategically geared towards enhancing Goodwin’s position in the marketplace.

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    Goodwin Cover
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    Goodwin Internal Spreads
    The process

    CRE8IVE designed a 70th milestone logo that aligned Goodwin’s branding, serving as the anchor for all campaign elements. The team developed a narrative using archives, creating a commemorative book celebrating Goodwin’s 70 years. Brand materials and a short animation brought this history to life, longer-form videos profiled Goodwin’s services and customers, while PR and media maximised reach.

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    Goodwin Event Photo
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    Goodwin Popup Event
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    Goodwin Message
    The change

    Goodwin’s 70th anniversary campaign successfully celebrated the organisation’s significant milestone and reinforced its role as a trusted provider of aged care in the ACT. It brought to life a good news story that was not widely known outside of the organisation and promoted services for seniors that help them live life the way they want.

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    The impact

    The campaign effectively aligned Goodwin’s values, history and offerings, giving the company a marketing platform for their services that will last for years.

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    Goodwin BTS
    Goodwin BTS