Starting 1 July 2020, Victoria launched new regulations for the disability sector. Delivered through the new Disability Worker Regulation Scheme (DWRS), the regulatory changes include a new worker code of conduct and complaints process, both delivered by a newly established, independent entity, the Victorian Disability Worker Commission (VDWC), led by Commissioner Dan Stubbs.

A public campaign was required to ensure workers, providers, people with disability and key stakeholder organisations are aware of the changes, and understand what they mean for them, and then act accordingly.

All parts of the disability services sector, including individual workers, related allied health services, service providers and users of disability services, will be impacted by these changes.

Assessing the insights provided, the most important features of the new regulations and new commission are both emotional and functional in their appeal.

The overarching campaign goal: To raise awareness of the new regulations, the changes and benefits; and to create intention for regulation take-up; among Victorians who provide or use disability services (and the people that support them).

The campaign strategy appealed to the sense of purpose shared by workers, people with disability, families and stakeholders, for a united, transparent and quality-focused disability services sector.

Before launch, creative concepts were tested with disability workers and providers, and people living with disability, to gauge salience of messaging and creative. Baseline campaign awareness was also run to test awareness across the sector.

Delivered in two parts based on the commencement of different components of the Scheme, the campaign combined owned, earned and paid channels to reach diverse audiences, and featured the following components:

• Radio ads running in both metro and regional Victoria (including CALD), featuring scripted ads and interview pieces with the Commissioner Dan Stubbs
• Digital display advertising
• Advertising displays running across both GP and pharmacy networks
• Adverts on social media channels Facebook
• Printed collateral, for stakeholder engagement

Ellis Jones also worked with Non Studio to produce introductory videos that communicate the vision of the VDWC, under Commissioner Dan Stubbs.

The campaign is now underway and coming to a screen, radio or staff room near you.

Download the suite of resources. Spread the word!  For a stronger, safer disability sector.