Challenge

Canberra was test site for the NDIS from 1 July 2014, so Carers ACT had to be ready to meet the needs of its stakeholders in the new environment. Due to the changing circumstances the NDIS would impose on carers and care recipients, Carers ACT asked OPF to design, develop and launch a new consumer-facing brand to attract users and facilitate the delivery of care under the NDIS.

Response

  • Based on research and following focus groups with clients to consider their complex user needs, we designed a new brand for a range of carer services aimed at teenagers and young adults. It was called Branch Out Disability Services.
  • This research informed the brand identity, communication strategy, messaging, marketing collateral, website and social media platforms.
  • We built and launched a website and digital presence for the brand and created print and digital materials to support its roll-out.
  • We facilitated focus groups with CALD, disabled and users from diverse backgrounds to test digital and print collateral.
  • A highly successful launch attracted a large audience and significant media coverage.
  • We developed a marketing campaign and supported the roll-out and implementation of the new brand over a 12 month period.

The Branch Out program was rapidly established as a service provider working in the NDIS environment and successfully engaged CALD, disabled and many other users from diverse backgrounds.