ATWORK AUSTRALIA

Some of the most valued skills in the workplace are the same skills required to live with disadvantage or disability.

So, we helped atWork Australia tell employers and potential employees exactly that in their first-ever brand campaign.

THE BIG IDEA

We made real people living with real disabilities and disadvantages the heroes of our campaign, and used their personal stories to highlight the often-overlooked skills they can bring to the workplace.

This idea was all about challenging perceptions of employers and employees alike, to show how work is for everyone, regardless of disability or disadvantage.

Peter is an amputee who lost his leg in a car accident and had to teach himself to walk again. He now competes in competitive sprinting and works as a mechanic.

Elena lives with anxiety and uses her passion for reading to help manage her panic attacks. She now enjoys working as an assistant in a bookstore.

Tom is a loveable larrikin living with Autism with an infectious personality, an eye for the technical and a memory like a steel trap.

THE RESULTS

Thousands of enquiries were submitted via the campaign’s bespoke landing page, resulting in a 169% increase in monthly average enquiries from the same period the previous year.

From a conversion perspective, enquiries were up 66% in Q2 2021 and the forms and calls together have shown a 28% increase.

The campaign was even shortlisted for a B&T Award for Diversity.