Australians are getting older. The National Disability Insurance Scheme (NDIS) has grown. The care and support sector has had its struggles and is working now to develop a workforce with the right skills and qualities to meet the changing needs of people with disabilities, older people and our veterans.

M&C Saatchi Melbourne’s campaign for the Australian Government, A Life Changing Life, is built on research, which 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 campaign shares the stories of these relationships to boost knowledge about the diversity and value of the work, and disrupt outdated perceptions. It features real care and support workers and the people they support, rather than actors. Ultimately, the campaign aims to raise awareness of the employment opportunities in the sector and encourage potential workers.

“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.,” stated Emma Robbins, executive creative director at M&C Saatchi Melbourne.

The campaign will run across television, OOH, digital and social media, focusing on encouraging stakeholders, employers and communities to share the campaign with target audiences. Its goal is to attract 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: 

Agency: M&C Saatchi Melbourne
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 Producers: Zoe Rixon & Sheridan Wadelton
Integrated Designers: Michaela Cover-Clare & Richard Sellies

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 & Ollie Knocker
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