THE NEW OLD

The Australian Women's Weekly - - In Brief -

LIGHTS, CAM­ERAS, de­signer clothes and a team of glossy stylists; all the usual hall­marks of a high-end pho­to­shoot are present, but this is no or­di­nary cam­paign pho­to­shoot. For starters, the im­ages aren’t for a pres­tige magazine. Then there’s the fact that mod­els Suzanne Peck and Heather In­wood are both 80-plus years of age. Pi­o­neer­ing busi­ness NurseWatch (nursewatch.com.au) has set its sights on shak­ing up the aged care in­dus­try – and that in­cludes how it’s vis­ually pre­sented. There isn’t a pas­tel cardigan or oral teacup in sight. In­stead, there’s a crack editorial team led by renowned pho­tog­ra­pher Ge­orges An­toni.

“We wanted to re­think how our age­ing pop­u­la­tion is per­ceived,” says NurseWatch founder Kate Spur­way. “We’re pro­vid­ing a dif­fer­ent model of aged care, so we wanted our cam­paign im­ages to re ect that.”

Ge­orges, whose work reg­u­larly fea­tures in ELLE, says “the im­ages recog­nise el­derly Aus­tralians lived rich and in­ter­est­ing lives, and that there’s much more to come”.

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