Direction setting
Action and activation
How might we authentically engage young carers to drive awareness and applications for the Young Carer Bursary Program?
Since 2021, rowdy has partnered with Carers Australia, the organisation behind the Young Carers Network, to promote the Young Carer Bursary Program (YCBP).
Each year, the challenge has been to increase awareness, engagement and application numbers, requiring innovative strategies to effectively engage young carers aged 12–25 and their support networks. Through this ongoing collaboration, the campaign has consistently achieved year-on-year growth, with applications increasing by more than 50% from 2021 to 2023.
Rowdy delivered an integrated campaign combining strategic messaging, creative development, and targeted outreach to engage young carers and their networks effectively. This included:
Creative development
Established an overarching campaign look and feel, supported by the development of engaging creative assets tailored to resonate with the audience.
Digital marketing
Focused on platforms like TikTok, Meta, and Google to reach young carers and their support networks, prioritising cost-effective channels for greater impact.
Publicity
Leveraged ambassadors and trending topics to secure widespread media coverage and raise awareness.
Authentic content creation
Partnered with influencers, including young carer Ben McIntosh, to create relatable and authentic content on TikTok, connecting meaningfully with the target audience.
In the spirit of reconciliation Rowdy acknowledges the Traditional Custodians of country throughout Australia and their connections to land, sea and community. We pay our respect to their Elders past and present and extend that respect to all Aboriginal and Torres Strait Islander peoples today.
