Mable, a digital disrupter and Australia's first online disability and aged care support platform, has enlisted the help of its online community to spearhead a brand repositioning campaign, ‘My Kind of Independence.’ The campaign speaks to the profit-for-purpose company’s mission to enable people to live unique and inclusive lives filled with opportunity.
The campaign highlights what independence can mean to the diverse range of older Australians, people with a disability, and more than 12,000 support workers who choose to use Mable to deliver and receive care and support services.
Cast member, Motivational Speaker and Founder of Stay True Be You, Moustafa Ardati, said he loved the campaign because it aligns with how he lives his life.
“I feel that if you believe in yourself and stay true to who you are, anything is possible. For me, that is doing what you love. Literally all the lines in the campaign, I'm like, agree, agree, agree,” said Moustafa.
Mable’s Head of Marketing, Guillaume Papillon, explained that Mable had a unique opportunity through the campaign to show the individuality of everyone’s story and the diverse range of needs catered for through the Mable platform.
“We saw this as an opportunity to truly champion independence for people with disability, older Australians and support workers. So it was important for us to find a brand platform that placed people at the centre of our creative and messaging and celebrated the uniqueness of everyone’s independence,” said Guillaume.
The campaign comes at a time when, according to Mable’s Chief Growth Officer Matthew Cavalier, the business needed to demonstrate just how important the platform was in ensuring people with disability and older Australians maintained their independence.
“The new branding is about differentiating Mable and demonstrating how the needs of a person with a disability differ from those of an older Australian or a support worker.
“On Mable, there’s no one-size fits all approach with the agreements between a support worker and client being completely bespoke based on the two parties coming together in alignment on their individual needs and goals.
“This campaign showcases the stories of our customers – clients and support workers – about their kind of independence and what independence means to them,” Mr Cavalier said.
The campaign is also targeted at attracting new support workers to the platform.
In the 30-second video, one support worker said of Mable, it’s about “Choosing a client who rocks”. At the same time, renowned Australian drummer and educator Andrew Hewitt, also born with cerebral palsy, percusses on his drum kit.
The campaign will appear on TV, broadcast video-on-demand, out-of-home, radio and social media, and content sponsorships in audio and cinema. As part of the campaign, the platform is sponsoring Sensory Screenings in cinemas, which are available for families with specific sensory needs, such as dimmed lights and softening volume levels.
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