The brief
33 Creative were engaged by the Department of Social Services to support the development and implementation of the Care and Support Workforce campaign for Aboriginal and Torres Strait Islander audiences.
The campaign aims to raise awareness of the employment opportunities in the care and support sector – specifically aged care, disability support and veterans’ care – among Aboriginal and Torres Strait Islander audiences.
The campaign
In developing the campaign, we commissioned an artwork by artist and person with disability, Wayne Connelly of Yarrabah, ‘One People, One Fire’.
The creative approach featured a series of community-based care and support workers and the people they support, who shared their unique experiences as part of the sector to motivate others to join the workforce. We highlighted positive stories of working in the sector, showcasing the benefits to both support workers and the people they support. The creative featured Aboriginal aged care worker Julie and aged care recipient Joyce, and Aboriginal disability support worker Clinton, who provides in-home support to Denise.
We produced a range of advertising executions supported by relevant and culturally appropriate materials and resources, including video and written case studies and social media graphics.
We also developed a range of information materials and resources to promote the care and support sector such as factsheets, posters and a stakeholder toolkit, which we activated through engagement with stakeholders such as employment and student networks.
The outcome
We worked with community-based and national organisations to distribute the resources across Australia, generating grassroots engagement and action.
We are proud of the campaign and would especially like to thank our campaign supporters who shared their stories to drive positive change.