My Guardian: Honoring Australia’s oldest living legends

Corporate PR

The challenge

My Guardian, a leading Australian aged care and disability provider, set out to host a historic and deeply meaningful event, the Centenarians’ Lunch, honouring Australians aged 100 years and over. The event aimed to shine a spotlight on an extraordinary generation that helped shape modern Australia, celebrating their achievements, resilience, and enduring contributions.

To elevate awareness and prestige, the gathering would also serve as an official Guinness World Record attempt for the largest assembly of centenarians in one place. The challenge was significant: HAVAS Red had just nine working days to develop and execute a national and international earned media campaign capable of amplifying both the historic importance and heartfelt emotion of the event.

The team needed to create a story that transcended event coverage — one that would resonate globally, position My Guardian as a forward-thinking and compassionate brand, and authentically honour the participants whose lives embodied Australia’s living history.

The solution

HAVAS Red built its strategy around powerful storytelling and purposeful amplification. The team worked to weave together emotional human-interest narratives and strong brand positioning to ensure My Guardian was central across all communications.

Key elements of the approach included:

Positioning the event as a nationally significant human story, not just a record attempt, through narrative hooks that highlighted the centenarians’ personal journeys.
Broadcast, print, and digital outlets, with tailored pitches for marquee lifestyle, news, and community programs.
Executing a proactive earned media plan targeting
Coordinating closely with media to ensure high visibility for both participants and My Guardian spokespersons.
Facilitating stakeholder engagement with dignitaries, families, and care representatives to strengthen emotional and cultural connections.

In less than two weeks, HAVAS Red mobilised an integrated team spanning media relations, content and event support. The team’s agility and alignment delivered a seamless PR rollout that culminated in a proud, record-breaking moment.

On event day, the Centenarians’ Lunch welcomed an unprecedented 150 Australians aged 100 and over — shattering the previous Guinness World Record of 70. National and international media spotlighted the occasion, with moving interviews, feature segments, and celebratory coverage that captured the emotional power of the gathering.