M&C Saatchi Melbourne has unveiled, “A Life Changing Life” campaign for The Australian Government.
The growth of the National Disability Insurance Scheme (NDIS) and Australia’s ageing population means we must grow the care and support sector over the coming years. We also need to develop a workforce with the right skills and qualities to meet the changing needs of people with disabilities, older people and our veterans.
Research shows that a key reason people work in the care and support sector is the warm and mutually beneficial relationships they develop with the people they support.
The Australian Government’s “A Life Changing Life” campaign via M&C Saatchi Melbourne shares the stories of these rewarding relationships in a bid to boost knowledge about the diversity and value of the work, and disrupt outdated perceptions.
“A Life Changing Life,” features real care and support workers and the people they support, as opposed to actors. Ultimately, the campaign aims to raise awareness of the employment opportunities in the sector, and encourage consideration and take-up among potential workers.
https://www.youtube.com/watch?v=YYjziBtERRc
https://www.youtube.com/watch?v=UIyaJmjcnBs
Emma Robbins, executive creative director at M&C Saatchi Melbourne, said: “This has been an incredibly important, inspiring campaign for our team to work on.
“The strength and character of the people we’ve met and featured, and the value of the relationships they share together will work to raise awareness about how rewarding, mutually beneficial and ultimately life-changing a job in the sector can be.”
The campaign will be rolled out onto television, OOH, digital and social media, focusing on encouraging stakeholders, employers and communities to share the campaign with target audiences with a goal of attracting around 140,000 people to the care and support sector by 2024.
The campaign hub, careandsupportjobs.gov.au, will act as a resource for job search services, personal stories, employer resources, types of roles, entry requirements, training and development, pathways into the work and careers.
Credits:
Managing director: Michael McEwan
Executive creative director: Emma Robbins
Creative director: Russel Fox
Copywriter: Daniel Borghesi
Head of strategy: Mike Hyde
Business & operations director: Jayne Brady
Senior client lead: Magda Majorek
Senior account manager: Amy McKay
Account executive: Jess Riordan
Senior producer: Zoe Rixon + Sheridan Wadelton
Integrated designer: Michaela Cover-Clare + Richard Sellies
Production:
Production company: The Directors Group
Executive producer: Craig Griffin
Director: Hamish MacGregor
Post-production: Mr Fox
Producers: Clare Lehner & Beck Read
Editing: Andy Stalph & Drew Moden
Colourist: Abe Wynen @ Crayon
Sound Studio: Bang Bang Studios
Sound design: Tristan Dewey & Sam Hopgood
Sound producers: Holli Dee & Polly McGregor
Stills: Josh Robenstone
Stills producer: Amy Henderson
Client:
Australian Government
Department of Social Services
