CABRINI OLD AGE HOME: Making the decision to relinquish loved ones into an aged care facility can be difficult, to say the least. In fact, its simply impossible to let go emotionally if you’re not confident that the needs of the ones you love will be met. I was briefed to write in a way that conveyed Cabrini’s commitment to providing completecare (see link below). The client felt that only a female copywriter would capture the caring tone required. However, writing emotively is one of the things I do best, whether in long copy, or prose. So, despite their initial reservations about hiring a male writer, they were thrilled with the result. In fact, they hardly changed a word.