Many people with disability don’t access NDIS because they are not aware of it, or the process involved. Primary Create was brought on to design and deliver a multi-channel NDIS campaign to engage people with disability in NSW who have not previously been registered in the system.

The focus of the campaign was real people and real stories to engage people with disability to access NDIS support. We developed case study videos and a TVC that addressed the perceived barriers of entry to NDIS and highlighted the easy process from personal experiences. With the need for our audience to take action, the campaign tone was authentic and respectful with a consistent ‘call-to-action’ drawing people to the NDIS NSW website. The inclusion of a brand device being a digital button provided a clear reference for our target audience to go online and evoked a sense of empowerment. Creative ran with brand strength and consistency across television, press, digital and social media channels.

The campaign exceeded expectations in driving interest to the NDIS NSW website. Web traffic jumped 666%. With a target of 7,390 visitors, the campaign delivered a total of 36,191 unique visitors.