With the current state of healthcare, Millbrook's Mi-Guardian personal alarm offers a lifeline for the over-stretched lives of both organisations and families, helping the elderly remain independent in their own home.


A shift in the company's strategy meant that an integrated campaign was required to drive the brand beyond its existing clientele, reaching out to more local authorities and into the minds of UK consumers. So, we needed a strong focus on independence and a reason to fight against 'Dementia Tax'.

We had a big opportunity to capitalise on a disillusioned audience who didn't want to have to sell their homes just to get on with life. "We Shall Not Be Moved" as well as a whole new rebrand and website, our campaign spanned across radio, display, DM and digital, using data-based targeting to hit high-index areas for maximum effectiveness.