VDWC
The Safe Choice
In 2020, Victoria launched new regulations for the disability sector. The new regulatory changes include the optional registration capability for disability workers, a new worker code of conduct, and a new complaints process. This campaign champions and advocates for a stronger, safer Victorian disability sector.
Role
Creative Concept
Creative Direction
Casting
Styling
Collateral Rollout
From creating awareness in early campaign iterations to creating distinctive action for a voluntary scheme, Ellis Jones delivered a total of seven campaigns targeting all parts of the disability services sector; including individual workers, related allied health services, service providers, and people living with disability (and their carers). "The Safe Choice" was the final campaign to the seven part series.
Though the campaign goal varied based on the stage and service, the overarching objective across all seven stayed the same: to raise awareness of the new regulations, the changes and benefits, and to create intention for regulation take-up among Victorians who provide or use disability services (and the people that support them).
Each strategy focused on the key drivers of our primary audience, to whom we communicated the benefits of registration and the importance of complaints utilising emotive and engaging design. By appealing to a shared sense of purpose between workers, people with disability, families and stakeholders, we wanted to highlight the benefit and importance of a united, transparent and quality-focused disability services sector to those living with disability.
This approach recognised the voluntary nature of registration, and therefore the importance of emotive motivation to promote engagement. Before launch of each campaign, creative concepts were tested with disability workers and providers, and people living with disability, to gauge the reach of messaging and creative. Campaign awareness testing was also run to evaluate recognition across the sector.
Additional Credits
Agency: Ellis Jones
Co-Director: David Constantine
Communications Director: Rachel Abad
Copywriter: Hannah Wright
Videographer: Eugene Perepletchikov
Camera Assistant and Post Production: James Wright
Sound: Eugene Perepletchikov and James Wright
Photographer: Marie-Luise Skibbe
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