The Federal Government has welcomed the launch of a new campaign encouraging Australians to consider jobs in aged care.
The campaign, “Bring your Thing”, commissioned by the Aged Care Workforce Industry Council (ACWIC), highlights the diverse range of skills and professions employed in aged care, including chefs, hair stylists, maintenance workers and social coordinators.
The ACWIC’s new campaign is aiming to somehow triple the sector’s workforce from 366,000 to 980,000 by 2050, and reframe caring, as directed by A Matter of Care, Australia’s Aged Care Workforce Industry Strategy.
It’s hoped the campaign will highlight fulfilling career options on offer in the aged care sector after the Royal Commission recommended the ACWIC raise more awareness about job opportunities.
Minister for Senior Australians and Aged Care Services, Senator Richard Colbeck, said he hoped more Australians will consider a career in aged care.
“One of the great messages in the campaign is that working in aged care, where human connections are at the core of the roles, is meaningful and rewarding,” Colbeck said.
“If you’re looking for work while you study, or want flexibility in a job that’s interesting and meaningful, the support and care sector might be just what you’re looking for.”
The campaign coincides with the Government’s substantial boost to the aged care workforce around the country to meet increasing demand for services, particularly for home care.
“Over the next two years, our Government will invest $92 million to attract, train and support 18,000 new personal care workers to the home and residential care sector,” Colbeck said.
“As one of the five pillars of our response to the Royal Commission into Aged Care Quality and Safety, our workforce initiatives will ensure there are sufficient opportunities for the right workers to gain the necessary skills and training to work in aged care.”
Colbeck said the campaign is an achievement against strategic action 1 in A Matter of Care: Australia’s Aged Care Workforce Strategy.
“This is yet another achievement for the council against the recommendations in the Strategy,” he said.
It follows the launch of the council’s Voluntary Industry Code of Practice last month.
Developed in consultation with consumers, providers, and peak bodies, the code provides a framework for a culture of proactive reform from aged care providers.
“The work of the Council is critical to boosting the aged care workforce, which is why the Government funded this campaign as part of an investment of $10.3 million to the Council in the last budget,” Colbeck said.