BRIEF

With the advent of the NDIS, the Disability Employment Services (DES) sector became flooded with providers. Some better (some worse) than others.

As a start-up in the industry, AimBig had a unique challenge. Firstly, the product had to communicate to two distinct customers – New Participants and New Employers – while the brand needed to define exactly what (or who) it was in the busy DES landscape.

Living up to its name, AimBig had to punch above its weight.

STRATEGY

To do this, AimBig delved into exactly why it was different. It took time – to listen, to feel, to understand, to feel. And what emerged was an insight built on exactly that, time.

What makes AimBig unique amongst other DES providers is that it takes the time and puts in the effort to understand the individual.

From early school leavers and retirees to participants with physical or psychological disabilities – as well as schools, medical professionals, SMEs and large corporations – it was clear that the AimBig point of difference was difference itself.

SOLUTION

Bigger than employment – a platform that told people, straight up, that they are greater than the sum of their parts and that AimBig is more than just another disability employment agency.

Employing unexpected characters with real disabilities from diverse backgrounds including a Australian Paralympian and an Elvis impersonator, the campaign told genuine and fascinating stories under the banner #BeTheBig.

The creative suite encompassed a full website refresh, style guide, posters, fliers and a social media videos.

EFFECTIVENESS

1 Australian Olympian.

1 drummer.

1 physicist.

1 dancer.

1 Elvis impersonator.

AimBig created #BeTheBig to drive a social movement and raise awareness for the next generation of people with disabilities, their families and their future employers.

With a modest budget and an organic social media campaign that was managed in-house, over 3,000 views on YouTube was no small feat for an employment provider that is truly bigger than employment.