SCOPE // Printed material to help McEwen Investment Services reach the aged care market
WORDS // Brochure
DETAILS // Pymble financial planners, McEwen Investment Services, identified aged care as a growing market. Owner, Rob, asked me to write brochure copy that explained the benefits of financial planning for aged care. Rob’s brief was that the copy must be cliché-free and provide peace of mind for his audience.
The copy needed to calm the overwhelm the audience feels when faced with the legal, monetary and emotional challenges of transitioning a loved one into aged care. It also needed to address the perception that the aged care system is a maze and present McEwen Investment Services as the obvious solution to finding a clear pathway.