Hireup, an online platform that helps people with disability and older Australians find and choose their support workers, is launching the next phase of its successful ‘Your life’, supported campaign. Featuring members of Hireup’s own community, the campaign brings their stories to screens and streets across NSW, with an expanded focus on support workers navigating upcoming NDIS registration changes.
Running in NSW, Hireup’s largest market, from 11 October to 29 November, the campaign spans free-to-air and catch-up television, radio, out-of-home, social and digital channels.
Told through the people who use Hireup everyday, including clients, support workers and account managers, the campaign celebrates the relationships that underpin quality support, with disability representation at its heart.
The campaign comes as participants, families, and support workers prepare for upcoming NDIS registration changes, putting the focus on keeping trusted support relationships in place.
Expanded mandatory registration requirements for people that provide NDIS-funded disability support are expected to begin from 1 July 2027. Hireup ran online focus groups with independent, ABN-registered support workers and NDIS participants and carers supported by independent workers.
While most attendees had heard of mandatory registration, few could explain who the requirements would apply to, when they would begin or what costs might be involved. Many were piecing together information from online forums and word of mouth.
For participants and families, the bigger worry was losing someone who understands their needs, routines and preferences.
“If you’ve had a carer for 10 years and she hasn’t got the money to register, you’re in a hard spot. You don’t want to lose that worker, and I can’t do without support,” said one participant.
Independent support workers worried that moving to a provider could mean giving up the flexibility and autonomy they value. For others, staying independent meant taking on extra administrative and financial burden.
Hireup’s campaign introduces support workers to a way of working that keeps choice in their hands, without taking on the additional registration, compliance and administrative requirements that may come with running their own business.
Through Hireup, support workers choose who they work with, set their availability and build ongoing relationships. Hireup employs them and handles payroll, tax and superannuation as a registered provider.
Jen Dickson, chief marketing officer at Hireup, said: “Choice and control shouldn’t come at the cost of security, and navigating the system shouldn’t mean giving up the freedom to work in a way that suits you.
“We know there’s real uncertainty around registration, and behind those questions are people worried about what they stand to lose. We want support workers to know they have options to keep working on their own terms, and participants to have confidence that they can maintain the trusted relationships that make their support work.”
The campaign was developed entirely by Hireup’s in-house marketing team, drawing on conversations with clients, support workers and account managers, and its Community Action Group.
