Australian Seniors briefed Medium Rare to create content that would engage its large customer base on the topics that matter to them, while also serving as a platform for the brand to showcase its services, range of products and research.
We created a concept for a new bimonthly magazine title, DARE – designed to help over 50s embrace the challenges, pleasures and opportunities available to them.
DARE is mailed to more than 90,000 Australian Seniors policyholders free of charge and is also available for subscription for those ineligible to receive it.
Edited by Lisa Sinclair, with Ivan Chow as Art Director, every issue includes expert takes on trending issues, smart tips to boost financial goals, fresh ways to indulge in everyday joys and exclusive stories from some of Australia’s favourite personalities.
DARE celebrates the role that over 50s play in our communities and society, highlighting the valuable contribution of “ordinary” Australians. From tech to travel, navigating modern manners to health and wellbeing, it’s the essential companion to life’s next chapter.
The agency also produces the award-winning Life’s Booming podcast for Australian Seniors, hosted by James Valentine, which covers the gamut of life, love and loss. With three series of six episodes, The Grey Nomads follows the journeys of those who hit the road; Dare to Date explores how love can strike at any age; and No Regrets tells the stories of the adventures that shape us.
Lisa has more than 25 years’ experience in the media industry. She grew up in London, where she started her career as a reporter for local newspapers before heading to Fleet Street. In Australia she worked for all the major titles, before forging a career with senior positions on magazines including Woman’s Day and YOURS.
“We know this generation is progressive, engaged and forward-thinking – and we’re producing content to meet their needs. While it’s not age-specific, it is relevant to their lives today. DARE’s team of journalists take the trends, then distil them for the audience to create features with talkability and discovery. In-depth reportage is accompanied by imagery from Australia’s best photographers and illustrators, alongside profiles of people who intrigue and inform.”
Lisa Sinclair
Coles
Bunnings
Foxtel
Qantas