The Victorian Government Elder Abuse Prevention Strategy was developed by the Victorian Department of Health in partnership with Utility Creative to raise awareness of elder abuse and provide older Victorians with clear information about their rights and available support services. The campaign addressed the often-hidden nature of elder abuse, including financial, physical, sexual, emotional and psychological abuse, as well as neglect, through a comprehensive suite of educational resources.

Elder abuse is frequently underreported and difficult to identify, making community education critical. Utility Creative was tasked with developing an effective awareness campaign within strict Victorian Government brand guidelines, while ensuring all materials met Department of Health testing requirements. The campaign also needed to communicate complex and sensitive information to an older audience, many of whom may experience declining eyesight or other accessibility challenges.

Utility Creative developed a comprehensive education campaign designed to help older Victorians and the wider community recognise, prevent and respond to elder abuse. The agency managed the project from creative concept through to production, creating a suite of fact sheets, brochures, booklets, posters, magnets, direct mail inserts, signage, banner stands and press advertisements. To maximise accessibility and engagement, campaign materials featured large typography, simple imagery and clear messaging tailored to older audiences. Utility Creative also conducted all campaign photography, ensuring a cohesive visual identity across every touchpoint.