| 35 LIFESTYLE The Hawthorndale Care Village The 86-bed village has 13 care houses, each accommodating six to seven residents, in addition to 10 independent living villas. Campaign Inspires Better Care in Southland Based in Invercargill, Naked Creative is a creative and purposeful award-winning national marketing agency with a big heart. When Director Carla Forbes irst heard about an ambitious plan for a ground-breaking dementia and aged care facility in Invercargill, she immediately o ered her expertise to help rally community support. What resonated with Carla was the scale of ambition, to replace the traditional institutional model of care with a warm, community environment where residents could continue to enjoy familiar routines, live in their own homes and be connected with everyday life. Invercargill’s Calvary Hospital board irst hatched the vision in 2015, when planning started for a new aged care village, based on the internationally acclaimed Dutch De Hogeweyk model. After a decade of planning and fund-raising, the Hawthorndale Care Village was o icially opened in March 2025. “I’m so proud of the Southland community for getting behind this and making it happen. It has been an incredible feat that I doubt could have happened anywhere else,” says Carla, who recently joined the not-for-pro it Hawthorndale Care Village Charitable Trust that is now rede ining a new era of senior living. “This vibrant new village sets a new gold standard in dementia and aged care in New Zealand.” Naked Creative was engaged at the project’s inception to develop a fund-raising campaign to mobilise community support for Hawthorndale. Carla personally donated many hours to crafting the story and creating tools to support the fund-raising drive. “I truly believe this is a better way to care for our elderly, who deserve respect, kindness and comfort in their twilight years. By replicating the life and the world that they’re familiar with, it makes the transition easy and comfortable for residents needing dementia care. They’re treated with the utmost respect in an environment that’s not institutional in any way. There are beautiful gardens and they have their own café and movie theatre, chapel and library. Families are welcome to come and visit too, have a co ee and there’s even a playground for the kids." Naked Creative started out as Market South before evolving into a values-led, results-focussed national agency with a satellite presence in Auckland, known for helping brands to grow with purpose, clarity and creativity. The agency works closely with the heavy industries and primary sector in Southland and across Aotearoa, proudly celebrating success stories and supporting philanthropic endeavours that make a di erence. CONTACT Naked Creative T: 03 214 4455 www.nakedcreative.nz
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