Australian Unity Campaign - DPR&CO Work

Australian Unity

When Australian Unity was appointed as a provider to the National Disability Insurance Scheme (NDIS) it turned to DPR&Co to establish its position as a leading and empathetic deliverer of services to Australians living with disability in New South Wales and Victoria.

Australian Unity has acquired the NSW Government’s Home Care Services organisation consisting of 40,000 plus customers across the aged care and disability sector. Retaining this asset through the newly contestable NDIS services rollout was a significant challenge – especially given that Australian Unity had no existing brand presence in NSW.

Meanwhile, in Victoria, it was chiefly known as a health insurer and had no existing connection to people living with a disability.

Approach

Our campaign strategy was to communicate at two-levels. Firstly, to build brand relevance for Australian Unity in the disability services sector. Secondly, using ABS and Roy Morgan data, we linked a customer acquisition campaign to the geographic rollout of the NDIS.

We then developed a strategic approach to campaign activation designed to reassure clients, their families and carers, that Australian Unity would assist them even prior to their becoming eligible for the NDIS.

Our New Real® process helped narrow the creative spectrum to ensure message effectiveness, the core theme based on the insight that, for the first time, Australians living with a disability were in control of the assistance they received and could plan the support they needed in order to fulfil their personal aspiration to the best of their abilities.

Our campaign, called Interview, showed people living with a disability ‘interviewing’ Australian Unity for their role of their service deliverer.

This concept called on us to recruit actors and volunteers from across the disability spectrum – to our knowledge, an Australian first.

Result

The campaign exceeded all awareness targets, especially in NSW where the NDIS rollout was more aggressive. It aired mainly in NSW (due to the faster rollout of NDIS there) and has dominated the NSW market.