Local Stories, Real Impact
Using storytelling as a tool for connection, this project leveraged authentic local narratives to build relationships, activate community networks, and strengthen organisational trust.
Client: Bolton Clarke
Role: Strategy, Story Development, Video and Editorial Production
Format: Community Storytelling, Video and Written Content
The brief
As part of a broader local community awareness strategy, the goal was to increase organisational visibility and trust by telling authentic, place based stories that reflected the real impact of community aged care.
At the time, many meaningful stories were being missed. Marketing capability was centralised interstate, local staff were focused on service delivery, and there were no clear systems for surfacing moments of impact from the community. The brief was to identify, capture, and share stories that demonstrated dignity, humanity, and quality of care in a way national campaigns could not.
The opportunity
George was an 87 year old lawn bowler with a terminal diagnosis whose final wish was to play one last game. Working closely with the local clinical team and George’s family, an opportunity emerged to document his return to the bowling green in a way that was respectful, authentic, and centred on his voice.
The story had the potential to resonate deeply with local audiences while reinforcing the organisation’s values through real lived experience.
The approach
I led the project end to end, from story identification through to distribution.
Alongside producing the video and written content, I was responsible for dissemination. Rather than relying on a single social post, I actively connected with local stakeholders to ensure the story travelled through trusted community networks.
This included working with the local clinical team, community partners, and the local health district to encourage organic sharing and amplification. The story was positioned to be meaningful and relevant to each audience, allowing stakeholders to confidently share it as a reflection of the care being delivered in their community.
By treating distribution as part of the creative process, the content was able to reach beyond owned channels and gain traction through earned and shared pathways, supporting the broader community awareness strategy.
The outcome
The story was picked up by local media and shared through the local health district. It was later published in the health district’s Year in Review, highlighting the role of not for profit organisations in community aged care.
It reached a broad local audience aligned with the target demographic and contributed to increased local awareness and trust. Internally, it demonstrated the value of empowering local teams to surface and share meaningful stories from their communities.
Lasting impact
George has since passed away, but the story continues to hold meaning for his family. The care team and organisation were acknowledged at George’s funeral for helping him fulfil his final wish.
It was an honour to help preserve a moment that mattered so deeply, and to show how thoughtful storytelling can translate everyday care into lasting impact.
George's Storyhttps://www.facebook.com/share/r/1BmWktxQs7/
