NRG developed a marketing strategy and advertising campaign to position the Eldercare brand in sync with their core values while differentiating it to competitors. While most Aged Care providers took the path of ‘your choice, your way’, NRG wrapped the brand around a more emotive dimension building on the trusted connection between their carers and clients. The campaign “where the heart is” had exposure through multiple media channels including local and regional press, magazines, bus shelters, bus backs, digital billboards, on-line display & search advertising and inter-industry newsletters.