Everybody Has A Role: Queensland Government
How creative video and innovative theatre helped remind Queenslanders that Everybody has a role to play.
Challenge
One in five Queenslanders has a disability, and may face barriers to participating fully in work and community life. Creating a more inclusive Queensland is the job of every Queenslander.
So, as communication specialists, our job was to change community perceptions and behaviours towards people with a disability and to celebrate the contributions they make.
Services
- Digital Experience
- Development
- Digital Marketing
- Brand and Creative
Recognising we were not experts in disability, we collaborated with an inclusive theatre group – Indelibility Arts – to co-produce and film three theatre performances.
The Idea
These performances, part of a social marketing campaign and supporting website, highlighted the challenges facing Queenslanders living with a disability. They demonstrated in a creative and entertaining way, just how valuable Queenslanders with disability are to the cultural, artistic and recreational activities of our community.
350,000+
Facebook views, and 685 Facebook shares.
30,000+
Unique website visits.
Candid, fun and emotive; the campaign and its stars exceeded all expectations.
Impact
Launched by the Minister for Disability Services at Queensland Parliament House, the videos were viewed 350,000+ times on Facebook, 685 Facebook shares and the series attracted 30,000+ visitors to the campaign website.
Candid, fun, emotive; the campaign (and its stars) exceeded expectations, quashing misconceptions and encouraging Queenslanders to engage with disability in a new way. This campaign also received 14 BADC Awards including GOLD and the coveted Client of the Year
