The client

As Australia’s largest mutual organisation, NRMA Motoring & Services provides a range of services for Members and the community, including  legendary roadside assistance as well as a diverse range of motoring, travel and lifestyle benefits, products and services. NRMA currently has 2.2 million Members and provides roadside assistance to more than 2.3 million vehicles.

NRMA President Kyle Loades said that as the Australian government upped the retirement age, the nation needed to do a better job of providing support services to help mature-age jobseekers find and hold good jobs, “Sixty per cent of NRMA’s 2.5 million members are over 50 [1.4 million] and they have consistently told us they want to live independently and in control of their lives as they age”.

The content marketing service brief

To redefine the perception of ageing in Australia through an audience-led content platform that empowers older Australians.

The strategy and content

Our content marketing services needed to drive engagement with this audience through content designed to cater to the interests and needs of the personalities that make up this segment. In order to do this well, we would need to work in close collaboration with NRMA to draw on its exceptional knowledge of the market and reach out to inspirational Australians in the over-50 bracket.

The content would need home in on core needs and aspirations around employment, provide a solid foundation of support and a sense of community that will help transform the perception of an ageing workforce. Using iconic Australian Ambassadors like Deborah Hutton and Dawn Fraser added credence to the professionalism of the site and, by using a wide range of contributors from different walks of life, we were able to ensure the content was applicable to all over 50s.

The result

Living Well Navigator launched in August 2014 as an online resource and social community providing a wide range of content that caters to the lifestyle, health and, importantly, employment of Australians aged over 50. The website includes a dedicated jobs portal to connect mature jobseekers with age-friendly employers, and provides interview preparation support.

As Living Well Navigator Ambassador Deborah Hutton said, “We’re living longer and our perspectives have changed.”

“The view of being an ‘older worker’ at 45 is ludicrous, we are in the prime of our lives,” Ms Hutton said. “Technically you’re older but you’re much wiser – just consider the wealth of knowledge you have gathered at this point. We don’t want to be pigeonholed and pushed aside.”

Age Discrimination Commissioner Susan Ryan AO said Living Well Navigator would advance key goals.

“The great challenge of our times is to realise the value of our increasing longevity,” Ms Ryan said. “We need to recognise the wealth of talent and experience in our older citizens, support their dignity and choices, and maximise the opportunities for them to contribute to our society and economy. Living Well Navigator will advance all these goals.”