Challenge

To generate awareness of a new online platform, Hireup, designed to de-stigmatise and revolutionise the disability sector in the wider public through top tier national media, including a national television segment.

To empower people with disability across Australia by sharing stories of people taking control of their own support work and encourage more support workers to sign up to the platform.

Response

  • We targeted national media outlets including television, print and magazine, using various story angles to reach our different target audiences i.e. people with disability, support workers and the broader public.
  • We achieved a seven-minute segment on ABC’s 7:30 report which featured the new online platform and how it works; interviewed the CEO about why he created the service; and profiled a Hireup user and support worker who matched on the platform with footage of them busking at Circular Quay. This segment reached 823,000 people.
  • We achieved a one-page feature article about the cost effectiveness of the service in the Sydney Morning Herald and the Age’s money section. This article was published in print and online, featured a photo and interviews with a family using Hireup and the CEO and reached a combined audience of 737,000 people.
  • We also achieved a two-page feature article in Woman’s Day about the platform, featuring the story of a user and support worker, along with a detailed piece on the CEO’s personal story. This reached an audience of 1.3 million people.