VDWC
In 2020, Victoria introduced key regulatory changes, including a voluntary workers registration system and a new worker code of conduct with a complaints process. These new processes were being delivered by an independent entity, the Victorian Disability Worker Commission (VDWC), led by Commissioner Dan Stubbs.
For the 2022 and 2023 awareness campaigns, I developed and executed a comprehensive strategy with emotionally engaging messaging, highlighting the shared purpose of workers, people with disabilities, their families, and stakeholders to ensure transparency and quality in the disability services sector.
The campaign drove program awareness from 21% to 69%, while also identifying communication gaps, enabling us to better target people living with disabilities and their carers—a crucial audience previously overlooked.
Disability worker registration - The safe choice (Press Ad)
Disability worker registration 2023 - The safe choice (30 second TVC)
DELIVERABLES
Campaign Strategy
Radio
Video for multiple channels including digital, social and web
Social media
Digital advertising
GP and pharmacy networks advertising
Paid search (Google Ads)
Print ads
Out of home (outdoor) advertising
Printed collateral, for stakeholder engagement
PR and Council partnerships
Disability worker registration 2023 - The safe choice (OOH)
Disability worker registration 2022 (social media tiles)
Disability worker registration 2022 (information sheet)