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The Australian Government Highlights 'A Life Changing Life' in Care for the National Disability Insurance Scheme

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The campaign from M&C Saatchi Melbourne will be rolled out on television, OOH, digital and social media

The Australian Government Highlights 'A Life Changing Life' in Care for the National Disability Insurance Scheme

The growth of the National Disability Insurance Scheme (NDIS) and Australia’s ageing population means we must grow the care and support sector over the coming years. We also need to develop a workforce with the right skills and qualities to meet the changing needs of people with disabilities, older people and veterans.

Research 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 Australian Government’s ‘A Life Changing Life’ campaign via M&C Saatchi Melbourne shares the stories of these rewarding relationships in a bid to boost knowledge about the diversity and value of the work, and disrupt outdated perceptions.

A Life Changing Life features real care and support workers and the people they support, as opposed to actors. Ultimately, the campaign aims to raise awareness of the employment opportunities in the sector, and encourage consideration and take-up among 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.” says Emma Robbins, executive creative director at M&C Saatchi Melbourne. 

The campaign will be rolled out onto television, OOH, digital and social media, focusing on encouraging stakeholders, employers and communities to share the campaign with target audiences with a goal of attracting around 140,000 people to the care and support sector by 2024. The campaign hub,, 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. 

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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 Producer : Zoe Rixon + Sheridan Wadelton

Integrated Designer : 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

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

Editor: Ollie Knocker


Client: Australian Government Department of Social Services

Genres: People

Categories: Government, Corporate, Social and PSAs

M&C Saatchi Melbourne, Mon, 16 Aug 2021 09:39:22 GMT