Ryman wins Gold Quill for aged care reform campaign

Ryman Healthcare and consultancy firm The Civic Partnership have won an international Gold Quill award for a campaign to reform Australia’s aged care system.

The campaign, entitled “Championing a solution for Australia's aged care system - continuum of care” was awarded a Gold Quill in the Government Relations and Public Affairs category.

For more than 40 years, the International Association of Business Communicators’ (IABC) Gold Quill Awards have recognised and awarded excellence in strategic communication worldwide.

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It is the only awards program that honours the dedication, innovation, and passion of communicators on a global scale. The awards will be presented in Chicago, in the United States, next month. 

The Ryman/Civic campaign was designed to build relationships with key stakeholders, decision-makers and influencers, and provide a reform option for Government consideration, demonstrating how Ryman's model facilitates investment in high-quality aged care.

Ryman Healthcare Communications and External Relations Manager Michael Cummings (left) and Ryman Australia CEO Cameron Holland visit parliament to discuss the continuum of care model.

Central to the campaign was a discussion document which concluded that widespread adoption of a continuum of care model would provide a better quality of care for older Australians, reduce the cost of the aged care system on the taxpayer, alleviate pressure on the public health system, and increase housing supply.

The strategy was complemented by a program of communications, stakeholder engagement and public relations activities.

Subsequently in 2023, the Aged Care Taskforce was formed to review funding arrangements for aged care and develop options for a system that is fair and equitable for everyone.

Then-New Zealand High Commissioner to Australia Dame Annette King speaks at the launch of the discussion paper in 2022.

Ryman Healthcare's Communications and External Relations Manager Michael Cummings, who led the project, said the Gold Quill win "was a bit of a shock, to be honest".

"When we released the discussion document I remember thinking 'gosh, I just hope someone reads it', and had absolutely no idea it would open so many doors and spark so many important conversations.

"I certainly didn't dream that the campaign we built around it would win such a prestigious international award."

Michael said the "fantastic team" at The Civic Partnership was central to the success of the project. 

"It was a really rich and rewarding collaboration with a group of people who are simply the best in the business." 

WATCH: What does Continuum of Care mean?

Ryman Healthcare Australia CEO Cameron Holland added: “Addressing the aged care crisis is one of the most urgent public policy issues in Australia and, as a trusted operator with 40 years’ experience caring for older people, we feel we have a responsibility to play an active, constructive role in that discussion."

“The discussion paper we released certainly resonated with politicians and policy makers at the highest levels, and has led to ongoing collaboration between Ryman and government that is already beginning to bear fruit.    

“To not only have a new model of funding under consideration but to also be recognised with a Gold Quill for helping drive positive policy change is something we’re incredibly proud of at Ryman.”

Managing Partner at The Civic Partnership, Jason Aldworth (pictured), said the win was testament to the passion, creativity, and hard work of the Civic and Ryman communication team members who contributed to the seamlessly integrated campaign.

“The outstanding quality of this work delivered with Ryman Healthcare and the ensuing meaningful business results meant that it was an obvious choice for our first ever IABC award entry,” he said.

“This win is not just about the award itself but also about the journey we’re on as an agency and the unique way we go about solving our clients’ business problems. It's the perfect demonstration of what we can accomplish when we combine our collective talents, interests, and determination.”