275+
$580,000+
ASR
6.2M+
Audience Reach
“This is an important campaign and we are excited to be a part of it and hope that it brings much-needed change for older people with a disability.” – Motor Neurone Disease Association, Queensland
THE BRIEF
A multi-platform, Government Relations campaign to lobby for political change to end discrimination against Australians who, if they become disabled after the age of 65, are excluded from the National Disability Insurance Scheme (NDIS).
The goal, on behalf of Spinal Life Australia, was to unite the disability sector, mobilise Australians, and create political pressure for the Commonwealth Government to change the NDIS legislation.
THE RESULTS
The “Disability Doesn’t Discriminate” (DDD) campaign was created, branded, and launched with a custom-built website that triggered letters to MPs each time a person signed the petition lobbying for change.
The national campaign generated more than half a million dollars in media coverage in the first few weeks. The news stories supported by a multi-media campaign across social media and through EDMs.
DDD’s goal was to raise awareness and the media strategy focused on using powerful, and often heartbreaking, case studies to show why change was needed. DDD was set up as a multi-media campaign using traditional media channels, social media, and EDMs as well as influencers including celebrity, Kerri-Anne Kennerley.
The campaign is now managed by our client, Spinal Life Australia.