atWork
Showing Australia who has the skills to get the job done.
For their first ever brand campaign, we helped atWork tell Australia how some of the most valued skills in the workplace are also required to live with disadvantage.
Insight
Despite the fact that some of the most valued skills in the workplace are the same skills required to live with disadvantage or disability, people living with disabilities still face discrimination in the workplace. We wanted to change that.
Idea
So we launched atWork Australia’s first ever brand campaign, making real people living with disabilities and disadvantages the heroes of our campaign. We told their personal stories to highlight the often-overlooked skills they can bring to the workplace, challenging perceptions of employers and employees alike.
Our TVC told the stories of Peter, Elena and Tom, all real people living with disabilities and disadvantages, and who have all overcome challenges thanks to unique skills they each possess.
We extended the campaign through social and OOH executions. These ads worked alongside our film to further unpack the personalities featured within it.
The results
It worked. 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.
