We believe everyone should be able to live a life without steps. Our exciting new ad campaign stars our very own customers living a life they love without obstacles.
We’re big on the fact everyone should be able to live a life without steps. Our exciting new ad campaign stars our very own customers living a life they love without obstacles.
Over 12 months ago now the House with No Steps (now Aruma) Marketing and Communications team reached out to top tier creative agency GPY&R for their pro-bono assistance in creating an awareness campaign for us.
GPY&R were an obvious choice because of their excellent reputation and experience with other not for-profit campaigns. The team took a genuine interest in our cause and generously offered to work with us to develop a brand strategy, brand personality, tone and essence. A number of people who worked on the campaign had a personal connection to disability and so were extremely passionate and committed to developing a believable and compelling idea.
We started the creative journey with a series of workshops involving a cross section of staff. The workshops focused on understanding and articulating our brand promise – what our customers and their families can expect from any interactions with our organisation . We also looked at an intensive exploration into the needs and wants of our customers – the people we support and their families.
From this we developed a strong compelling brand promise to sum up what we do – ‘we take away the steps so that the people we support can make them.’
The next step was for the GPY&R creative team to develop a campaign idea which could be used across digital and traditional media. This resulted in a series of ads which were filmed in January and starred a number of our customers from different regions.
These ads are designed to raise brand awareness amongst the general public. They put our customer front and centre, and the individual scenes show people in a number of everyday settings enjoying being with friends, being at work and doing things they are passionate about.