Benetas Fundraising Calendar

Benetas sought to develop a calendar that could be distributed to their clients and families, as well as staff and volunteers. Their intention was
to make it light-hearted and fun, whilst maintaining the dignity of Benetas and their clients. Working with an open brief, Fresh developed a vibrant and exciting calendar concept. Since the calendar would involve photographing of a handful of selected Benetas aged care residents, there would be challenges associated with the photoshoot, where most were inexperienced and elderly models.

The calendar include 12 images of posed Benetas clients who were superimposed into colourful backgrounds that were in line with Benetas’ corporate guidelines. We ensured that the calendar dates were large enough to be legible for sight-impaired people. The images depict elderly people enjoying fun, active and unexpected leisure pursuits, appropriate for each month of the year (for example, January at the beach, August
in ski gear). There is a quirky sense of fun conveyed, as well as a touch
of the unexpected. Throughout the calendar, a strong message is consistently communicated; that older people are capable of enjoying spontaneous, active and connected lives.