The EveryAGE Counts campaign was launched in 2018 by a broad coalition of organisations and individuals to challenge ageism directed at older Australians and shift negative attitudes towards ageing and older people.
On behalf of the EveryAGE Counts Campaign, The Benevolent Society engaged The Evolved Group to conduct research to support well-directed campaign communications and marketing by developing an effective segmentation approach. EveryAGE Counts believes that a robust segmentation approach will enable better targeting of communications activities and, by setting objectives around particular segments of the community, campaign success can be measured, understood and optimised over time.
As part of this work, The Evolved Group generated and tested segmentation models, and ultimately created a framework, based on the findings from the survey and a review of the relevant literature.
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