There’s no two ways about it. Working with the aged and infirm can be challenging and Mercy Aged Care were finding it difficult to secure the caring, tolerant and professional applicants they sought.

Bomba looked carefully at the way the group was going about trying to attract school-leavers and why advertising focused upon Mercy's excellent employee benefits, flexible rosters and working conditions were not resulting in applications.

Our solution? It seemed obvious to us that if you're the type of person who wants to work with people, you want to know about the people you’re working with. So, with the help of a little lipstick-like typography, we highlighted the shared experiences of a young woman entering the workforce and an elderly woman entering aged care.

The result of this campaign was an 800% increase in enquiries. And the start of a promising modelling career for 92-year-old Ivy, a recipient of aged care services herself.