How might we make National Carers Week a catalyst for awareness and action?

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.

Following the success of the 2021 National Carers Week campaign, rowdy was engaged again to lead the 2022 campaign, building on the previous year’s achievements. We combined targeted digital marketing with strategic publicity to deepen the understanding of carers’ challenges and strengthen support for them. Key components of the campaign included:

• Refreshing the Carers Week theme to maintain engagement while introducing new elements that aligned with the 30th anniversary milestone.
• Developing and executing a national publicity campaign, including planning, pitching and liaising with media outlets to secure widespread coverage across TV, online platforms, radio, and social media.
• Working closely with families and carers to ensure they were media trained, leveraging personal stories to enhance coverages.
• Engaging directly with carers to gather insights, ensuring their voices shaped the creative direction and campaign for deeper resonance.
• Executing a two-month Meta and YouTube campaign with targeted ads, retargeting, and optimisations.
• Launching a data-driven “Did you know?” campaign to highlight carers’ impact.
• Producing short social media videos for organic and paid promotion.
• Produced campaign visuals, including logos, graphics, and digital assets.