Avery Healthcare has launched its first-ever TV advertising campaign, Life Lived Well, to reshape perceptions of care home living and better engage prospective residents and their families.
The advert launched on 1 May 2026 and runs across Channel 4 and Sky channels. This marks a significant milestone in the organisation’s brand strategy, moving away from traditional, sales-led messaging.
Instead, the campaign focuses on the lived experience of residents and their families, highlighting the emotions, considerations and reassurances that shape decision-making.
The advert takes an emotive storytelling approach, by showcasing a resident’s fulfilling life in an Avery care home – from sharing breakfast with fellow residents and enjoying activities such as gardening and film screenings, to spending time with visiting family members.
This is contrasted with the concerns of her daughter ahead of her first visit, capturing the uncertainty and anxiety many families feel when a loved one moves into care. The narrative then shifts as she sees her mother settled, content and engaged, offering a much-needed moment of reassurance.
At the heart of Life Lived Well is a simple but powerful message: that moving into a care home is not the end of a chapter but can be the continuation of a life well lived.
Simon Smith, Sales and Marketing Director at Avery Healthcare, said:
“This campaign represents an important step forward for Avery. We understand that moving into care is a significant and often emotional journey, not just for residents but for their loved ones too. It was important for us to reflect that reality in a way that feels honest and supportive.
“ ‘Life Lived Well’ is about showing that life continues in our homes, with purpose, connection and quality. Rather than focusing purely on our service offering, we wanted to tell a story that resonates and reassures, demonstrating the lifestyle, care and well-being that people can expect.”
The TV advert forms part of Avery Healthcare’s wider strategy to engage more meaningfully with prospective residents and their families, using more creative and accessible channels to reach audiences where they are.
As the organisation continues to build momentum across its portfolio of homes, the campaign signals a progressive shift in how care providers communicate, placing empathy, authenticity and storytelling at the heart of engagement.
