LOUD has launched a creative strategy for the National Disability Insurance Scheme (NDIS) in NSW. The NSW Department of Premier & Cabinet and Department of Family & Community Services selected LOUD following a competitive four-way pitch process.
The creative will run over an initial three-month period across digital, social, radio and press channels targeting people with disability, their families and carers, including CALD and Indigenous audiences.
The NDIS is one of Australia’s largest social reforms built to transform lives by giving people with a disability greater choice and control over the support they receive. Consumer research found there is high awareness of the NDIS but the challenge is a low understanding amongst people with a disability, their carers and family, about how and when they can access the NDIS.
LOUD’s campaign showcases real life stories of people who have been positively impacted by the NDIS. The long-form content video was the overarching piece that sums up the NDIS, and the ‘silent observer’ storytelling approach allows the authenticity of each story to shine through by capturing each individual story, not creating it.
Stephen Lally, director of NDIS Communications for the NSW Government, said, “We recognise the importance of continuing to deliver clear and engaging information which meets the needs of people with disability as they prepare to enter the NDIS.
“The creative shares stories of real people from different regions, with different disabilities, ages and cultural backgrounds. LOUD’s creative does a great job of empowering people with disability to become active participants in the NDIS.”
Gerry Cyron, LOUD’s head of planning & innovation added, “All people – whether they have a disability or not – have dreams, desires and goals. For people with a disability it means living their lives the way they choose. For service providers, it means coming up with new solutions to better help their clients achieve their ambitions.
“For the general public, it means creating a society where all humans are treated equal and are given the same chance to chase their ambitions. The NDIS is here to do all of the above, and LOUD is thrilled to make their ambitions heard.”
LOUD team:
Gerry Cyron – Head of Planning & Innovation
Kiah Barker – Art Director
Carolyn Diamond – Senior Copywriter
Janet Evans – Senior Copywriter
Gemma Tugby – Group Account Director
Laura Tenison – Account Manager
Maria Squella – Account Manager
Steve Dubé – Head of Production
Tom Hartney – Head of Digital
Client:
Stephen Lally – Communications Director
Sally English – Communications Manager
External Partners:
Production Company – Flint Sydney
Executive Producer – Tim Berriman
Producer – Rachel Rider
Director/Editor – Alex Feggans
Director/Photographer – Toby Dixon
Media – UM
