Videri launches dementia care campaign on small-home model

Videri Australia has launched a new brand and advertising campaign focused on dementia care, highlighting its small-home model.

Created with Houston Group and media agency Nibble Edge, the campaign uses three video stories inspired by real residents to show daily life inside Videri homes. The scenes include baking in a kitchen, dancing in a living room, and a grandfather pointing out birds in the garden.

Aimed at Australians supporting a family member with dementia, the campaign targets those who may not realise alternatives to traditional residential care settings exist. It is rolling out across digital television, online channels, and out-of-home media.

Videri runs homes with up to 10 residents and staff known as Homemakers. Residents are matched to homes based on the environment, the people around them, and the rhythm of daily life.

The campaign launches as dementia care becomes a growing issue for the aged care sector. More than 415,000 Australians are currently living with dementia, according to figures cited by Videri, and that number is expected to more than double by 2058.

Videri opened its 24th home this month. The organisation rebranded last year, adopting a name intended to reflect an emphasis on seeing the person beyond a diagnosis.

Kent Heffernan, Chief Growth & Customer Officer at Videri, linked the campaign to the way dementia is often represented.

"Dementia touches almost every Australian family in some way, and yet it's so often portrayed through loss and limitation. This campaign aims to reframe how Australians see dementia, not as something that diminishes the people we love, but as a story that can still be filled with real purpose. It brings to life what makes Videri genuinely different: a real home, with genuine relationships, where people who are living with dementia are truly seen," Heffernan said.

He said the launch comes as the provider expands its footprint.

"This campaign comes at a meaningful moment for us. We rebranded last year to Videri, and we continue to grow steadily, opening our 24th home this month. We've seen the difference our model makes every single day, and the momentum speaks for itself," Heffernan said.

Agency work

Houston Group led creative strategy and production, while Nibble Edge handled media strategy and channel planning. The creative approach was designed to reflect Videri's care philosophy by focusing on individuals and their families.

The campaign is the first time the organisation has presented its model at this scale through a national-style advertising push. For Videri, the effort is not only a brand exercise but also an attempt to shape how dementia care is discussed publicly.

This places the campaign within a broader shift in health and aged care communications, as providers increasingly use consumer-facing advertising to distinguish service models in a crowded and emotionally charged market. Dementia care in particular is an area where families face difficult decisions, limited information, and long waiting periods.

For agencies, the assignment also reflects the growing use of narrative-led campaigns in healthcare and care services, where providers seek to connect with families through lived experience rather than institutional messaging. Here, the emphasis is on domestic settings and familiar routines rather than clinical environments.

Stuart O'Brien, Chief Executive Officer & Founder of Houston Group, said the brief required careful treatment.

"This campaign needed to be deeply human, culturally relevant, and genuinely moving. We're proud to have helped Videri tell this story at scale for the first time," O'Brien said.