Eldercare understands all too well that the quality of care they can provide is critically linked to the quality and commitment of their staff throughout the organisation. Back office and admin staff are no less (or more) important that those on the ‘front line’. NRG was commissioned to develop an ‘Employer of Choice” campaign to engage passionate, professional people to work in the aged care industry. The campaign was to appeal to those within the organisation that sought training and new opportunities, as those working elsewhere that would consider a move to an organisation that truly valued their dedication and commitment.