The aged care sector in New Zealand has reached a tipping point, with the number of Kiwis over 85 likely to triple over the next 25 years. But, at a time when we should be creating new aged care beds, we’re losing them. When we should be recruiting aged care nurses, we’re losing them. And the consequences are snowballing. So, we gave our leaders a glimpse into a grim future, to try and get them to take the aged care crisis seriously today.

We got an artist to create an impression of New Zealand Prime Minister, Jacinda Ardern and her Deputy, Grant Robertson in their 80s. The same age Kiwis might be when they need aged care. We then put them on billboards all around New Zealand parliament, and the politician’s commuting path to try and get the attention of the people who can truly make a difference. The artwork was paired with headlines projecting the crisis into the future, stating how many aged care beds, nurses and specialist dementia care beds we will need when the featured politician is in their 80s.

We also recorded a radio ad, where the voice ages as the spot goes on.