April 20 2026, 11:27 am | BY Adam Shaw | No Comments
Bethanie, a leading provider in aged care has partnered with The Brand Agency to launch a fresh brand positioning centred on ‘Belonging’. This strategic shift moves Bethanie beyond a purely functional approach, embracing an emotive, audience-led platform designed to redefine its positioning and anchor a new long-term campaign.
The “Beauty of Belonging” concept addresses the universal human need for connection, security, and self-determination, directly addressing the anxieties often linked with ageing. The creative approach emphasises authenticity and humanity, featuring genuine Bethanie communities and natural portrayals of residents and staff.
Emma Cooper, Group Manager, Marketing & Brand, said: “This new positioning of ‘Belonging’ isn’t just a marketing concept; it’s the very heart of what Bethanie delivers. We understand that ageing is deeply personal, and our goal is to ensure every individual feels seen, valued, and empowered. The Brand Agency has helped us articulate this commitment in a powerful and distinctive way that truly reflects our ethos.”
Brendon Lewis, Business Director, added: “Our partnership with Bethanie allowed us to unearth a truly universal and emotive insight, the fundamental need for belonging. Crafting a strategy and creative direction that champions authentic human connection and challenges industry norms has been rewarding.
Credits
Client: Bethanie
Group Manager – Marketing & Brand: Emma Cooper
Marketing and Brand Specialist: Jenna Sutton
Digital Marketing Specialist: Tia Goodwin
Creative Agency: The Brand Agency
Creative Director: Steve Straw
Associate Creative Director: Stephen Hansen
Copywriter: Alida Henson
Business Director: Brendon Lewis
Account Director: Steph Gotch-Martin & Bec Di Pardo
Account Manager: Chloe Leveridge-Smith
Agency Producer: Kelly Miller and Rozie Fretz
Photographer: Julien Solecio
Photographer Assist: Kaleb Woodward
Media: The Brand Agency
Media Planning Director: Sasha Wadham
Media Planner: Koshina Young
Production Company: Clockwork
Director: James Chappell
Executive Producer: Katie Trew
Producer: Jake Coombes
