Empowering young carers - Carers Australia

Direction setting

Action and activation

Empowering young carers – Carers Australia

2021, 2022, 2023, 2024

Carers Australia

How might we cut through the noise to reach and inspire young carers to apply?

Rowdy has been a strategic partner to Carers Australia for over five years, working on multiple national campaigns, fostering continuous growth, marked by higher engagement rates and increased registrations. As an extension of the Carers Australia marketing and communications team, Rowdy has combined human-centred design of traditional and digital strategies, leveraging data analytics, targeted content, and thorough website tracking. This comprehensive approach has ensured that Carers Australia remains a prominent resource for all Australians, especially the 2.4 million carers across the nation.

Carers Australia supports young carers through the Young Carer Bursary Program, helping alleviate the financial burden of their caring responsibilities. In 2021, Carers Australia partnered with Rowdy to enhance awareness and engagement, aiming to increase applications despite the challenges posed by the COVID-19 pandemic. The objective was to surpass 1,800 applications by leveraging digital and traditional media to reach young carers nationwide.

Rowdy implemented a comprehensive, data-driven campaign to maximise impact. Key initiatives included:

Creative development
Established a compelling visual identity and crafted engaging assets, including graphics, videos, stakeholder kits, social media content, and banners.
Public relations campaign
Secured media coverage and social proof by leveraging ambassadors and trending topics to raise awareness.
Omni-channel digital marketing
Managed a dynamic digital advertising campaign across Meta, TikTok, and Google, optimising budgets for the most effective channels and advertisements.
Performance analytics
Implemented Google Analytics for in-depth performance tracking, with detailed weekly and monthly reports for data-driven optimisation.

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Results:

The campaign achieved remarkable success, surpassing initial expectations and driving continued growth over multiple years. As a result, Carers Australia has maintained its partnership with rowdy to refine and expand the initiative. The campaign has consistently increased applications year-on-year, with a total growth of 140% from 2021 to 2024, demonstrating its sustained impact.

Greater value was achieved by:

Year-on-year growth
Applications increased by 140% from 2021 to 2024, demonstrating sustained campaign effectiveness.
Expanded awareness
The campaign delivered strong media reach, with 2023 alone generating nearly 78 million media impressions, more than doubling the previous year’s reach. This growth was driven by strong media coverage across outlets such as ABC News, The West Australian, SBS Radio, The Sunday Times, and more.
Digital performance
Generated over 4 million impressions and tens of thousands of clicks across all platforms, significantly improving engagement.
Enhanced engagement
Created authentic, relatable content featuring notable figures like influencer and young carer Ben McIntosh and The Veronicas, fostering meaningful connections with the audience.
A trusted partner
Rowdy has become an integral part of Carers Australia’s team, providing strategic and creative expertise to drive the ongoing success of the Young Carer Bursary Program.

Through this partnership, rowdy has played a pivotal role in ensuring young carers across Australia receive the support they need, making a tangible impact on their lives.

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