Effies
Australia
How Carer Gateway Provided Help For Those Who Might Never Ask
Agency
The Monkeys - Part of Accenture Song
Client
Australian Government - Department of Social Services
Awards
Bronze
Government
Summary
How do you motivate Australia’s 2.65 million unpaid carers to use the Australian Government’s Carer Gateway service when they don’t consider themselves ‘carers’, are loath to get help for themselves, and less than 1 in 5 are aware Carer Gateway even exists or is relevant for their specific needs? This was the huge challenge facing the Department of Social Services in 2022. The campaign centred around storytelling and was successful in helping hundreds of thousands of Australia's unpaid carers get the support they need.
This paper highlights just how motivating empathy, honesty, and humility can be. Because ideas that touch on emotions beneath the surface are far more powerful than a smile. A lesson everyone can learn from. Not just for government campaigns.
Case study
Case studies are free for ACA members and Round Two Effie Judges. Email effies@adcouncil.org.au for your discount code.
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Credits
| Kit Lansdell | Author / Business Strategy Director | The Monkeys, part of Accenture Song |
| Scott Nowell | Co-Founder & Group Chief Creative Officer | The Monkeys, part of Accenture Song |
| Dennis Koutoulogenis | Senior Copywriter | The Monkeys, part of Accenture Song |
| Jake Rusznyak | Senior Art Director | The Monkeys, part of Accenture Song |
| Jamie Clift | Business Leader | The Monkeys, part of Accenture Song |
| Andy Holmes | Business Director | The Monkeys, part of Accenture Song |
| Eliza Hamilton | Director, Carers and Disability Employment | Australian Government Department of Social Services |
| Turong Francis | Director, Campaigns | Australian Government Department of Social Services |
| Adele Scandrett | Campaign Manager, Carer Gateway | Australian Government Department of Social Services |
| Geraldine Muriritirwa | Campaign Manager, Campaigns and Strategic Communications | Australian Government Department of Social Services |