The ‘R’ Word is a client branded podcast series for Stockland Retirement Living hosted by Shane Jacobson and is an entertaining and informative series challenging the misconceptions about retirement living.

Stockland approached Macquarie Media to create branded content for their Retirement Living brand that would emotionally capture consumers and dispel the myths of retirement living.

Stockland Retirement Living National Marketing Manager, Kylie Jackson, said: “Great audio story telling can create a strong and powerful connection with consumers particularly those the 65 years and over.

“We saw a great opportunity to work with Macquarie Media to not only tell a great story but to challenge conventional thinking around Retirement Living.”

Macquarie Media engaged Shane Jacobson to be involved in the series and set out to find a retirement living skeptic to challenge their perceptions. The skeptic spent a few days in several Stockland Retirement Villages and the outcome was surprising.

Shane Jacobson has recently considered retirement living for his mother, so was eager to be involved in the campaign.

“We’re all getting old. Or at least older. It’s something everyone keeps talking about, but it’s a subject that’s not always comfortable to discuss. A big part of the trouble is working out how to get old. So why is it that we feel a bit funny talking about moving into Retirement Villages? That’s exactly what I wanted to find out”, said Shane Jacobson.

The light-hearted and entertaining audio on demand 5 part series aims to spark conversation with family members and prove that the ‘R’ word is just that – a word.

Episode 1 of The ‘R’ Word is available now for download via iTunes