Launching the Carer Inclusive Workplace Initiative - Carers Australia

Direction Setting

Action and activation

Launching the Carer Inclusive Workplace Initiative – Carers Australia

2023

Carers Australia

How can we make carer inclusivity matter for businesses and establish a recognisable movement?

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 with impactful public relations, 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 3 million carers across the nation.

Carers Australia sought to elevate the importance of carer inclusivity within Australian workplaces, aiming to create a recognisable movement supporting unpaid carers. Rowdy worked with Carers Australia to develop the Carer Inclusive Workplace Initiative, designed to drive workplace inclusivity for the 3 million individuals providing unpaid care across the country. This initiative emerged from recommendations made during the Australian Government’s Jobs and Skills Summit and is focused on promoting equal opportunities and reducing barriers to employment for carers.

The core challenge was to establish a strong, resonant brand presence that would engage businesses, drive action, and position the Carer Inclusive Workplace Initiative as a leading voice in workplace carer inclusivity. Rowdy worked with Carers Australia to develop not only a comprehensive Communications and Media Plan but also a distinct visual identity and a suite of materials to ensure the initiative’s success. This dynamic plan, paired with the creative assets, helped guide the launch and drive sustained impact, engaging key audiences – including employers, carers, and HR professionals – and ultimately promoting measurable behavior change in workplaces.

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Key deliverables: Beyond the comprehensive communications strategy, rowdy designed and produced a cohesive visual identity for the Carer Inclusive Workplace Initiative, along with a powerful suite of communication materials:

Visual identity:
A unique and consistent brand look that resonated across various touchpoints.
Communication assets:
DL flyer, email signature, posters, social media templates, web banners, and a style guide – creating a unified visual language that could be used across multiple platforms.
Banners and other materials:
To further drive engagement and visibility during the initiative’s launch.

Greater value was achieved by:

Unified brand presence:
The development of a cohesive visual identity ensured that the Carer Inclusive Workplace Initiative maintained a consistent, professional, and recognisable presence across all communications. This reinforced its authority and credibility as a leading voice in carer inclusivity in the workplace.
Targeted communication strategy:
Our tailored approach for different audience segments – employers, carers, HR professionals, and media – helped ensure the message resonated and reached the right people, maximising the initiative’s impact across sectors.
Effective resource utilisation:
The production of impactful communication materials like the DL flyer, posters, and social media templates equipped Carers Australia with easily actionable resources, enabling them to promote the initiative consistently and effectively to businesses.
Long-term engagement:
Through our detailed timeline and ongoing communications efforts, the initiative was designed not just for launch but for sustainable engagement, ensuring that the impact of the Carer Inclusive Workplace Initiative would continue to grow and evolve in workplaces across Australia.
Measurable success:
Establishing clear success metrics allowed Carers Australia to assess the ongoing effectiveness of the initiative, track behaviour change, and refine efforts based on real-time feedback and data.

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