A multi-platform campaign, on behalf of Spinal Life Australia, 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 ‘Disability Doesn’t Discriminate’ campaign was created, branded, and launched with a custom-built website that triggered letters to MPs each time a person signed the petition.
In the first week, the campaign was featured on more than 275 media outlets, achieved an ASR of more than $580,000 and an audience reach of more than 6.2 million. High-profile influencers, including celebrity Kerri-Anne Kennerley, became faces of the campaign.
To support the strategy, powerful, and often heart breaking, stories were shared to further show why change was needed.