Anglicare Southern Queensland gives voice to Australians with special needs via Khemistry
A new campaign via Brisbane creative agency Khemistry, is empowering less fortunate Australians to live the life they want with the support they need from Anglicare.
Khemistry has partnered with Anglicare Southern Queensland to raise awareness of Anglicare’s ‘all-of-life’ customer-directed care and support services.
Focusing on Anglicare’s Disability, Help at Home, Family and Wellbeing, Foster Care and Mental Health and Wellbeing services, it highlights how Anglicare supports individuals to get what they need and achieve what they want in life.
Anglicare Southern Queensland’s head of marketing Christina Walker, said the campaign was looking to increase the organisation’s brand awareness while conveying our message of support and care in a sensitive and meaningful way, in an already crowded market.
Says Walker: “With the National Disability Insurance Scheme (NDIS) rolling out across Australia, there has been a major shift in the way people receive care and support services. Our challenge was to promote how Anglicare can meet all of these needs.
“It was critical that Anglicare be top of mind, as an influx of informed clients and new competitors begin to navigate the open care and support service market.
Khemistry managing partner, Andy Fyffe said that to better understand the market, his team undertook extensive research.
Says Fyffe: “Our research showed amongst other things that the care industry has traditionally focused on clients’ ‘needs’ rather than what clients ‘want’ out of life. This provided us with a perfect opportunity to showcase that Anglicare provides its clients with the support they need to live the life they want, through the staff actively engaging with each of their clients.”
Fyffe said by using personal stories and deeper examples of care, we were able to demonstrate the ways in which Anglicare’s range of services allowed individuals to achieve their goals and aspirations.
Says Fyffe: “Khemistry met directly with Anglicare staff to understand their work, how they interact with clients and the importance of their job. Our campaign focused on the individual care and support Anglicare provides to each of its clients. We filmed these interactions between current clients and Anglicare staff to produce a genuine, heartfelt campaign, to be rolled out across Queensland.”
The campaign has officially launched and will be seen throughout Queensland.
Agency: Khemistry
Senior Copywriter: Tim Kelly
Senior Art Director: Lindsay Thompson
Director: Tori Garrett
Post Production: Khemistry