Elder Abuse Awareness Campaign

Queensland Government | McCann

Role: Account Director

For World Elder Abuse Awareness Day (June 15), the Queensland Government’s Department of Communities, Disability Services and Seniors partnered with McCann Queensland to develop a campaign aimed at preventing elder abuse across the state.

The Challenge

Elder abuse remains a significant and often hidden issue in Queensland communities. Research revealed a confronting insight: the majority of offenders were not strangers, but family members, most often adult children.

Despite its prevalence, awareness and intervention remained low. Many people who could help identify or prevent abuse were not empowered to recognise the signs or take action.

The Strategy

The campaign focused on bringing elder abuse out of the shadows and into public awareness.

Grounded in behavioural insight, the approach aimed to:

• Shift perceptions of who perpetrates elder abuse

• Encourage recognition of early warning signs

• Empower individuals and communities to speak up and take action

The messaging was designed to feel confronting yet necessary, challenging assumptions while creating space for conversation and awareness.

My Role

As Account Director, I led the day-to-day management of the campaign, ensuring alignment between client, strategy and creative execution.

This included:

• Leading client communication and stakeholder management

• Ensuring strategic integrity from briefing through to delivery

• Developing and managing creative briefs

• Overseeing brand consistency and campaign messaging

• Coordinating with government procurement teams to ensure all compliance requirements were met

Outcome

The campaign successfully contributed to raising awareness of elder abuse across Queensland, helping to bring a largely hidden issue into public conversation and reinforcing the importance of community responsibility in prevention.

Campaign film can be viewed here >