Mable partners with NOVA Entertainment for new ‘Can Do Guides’ campaign via EssenceMediaCom + Bastion
Mable, Australia’s first online disability and aged care support platform, has launched its ‘Can-do Guides’ campaign. The campaign, developed in partnership with media agency EssenceMediaCom and creative agency Bastion, uses real-life stories from people with disability sharing how, with independent support workers from Mable, they can do what they love.
The “Can Do Guides” offer practical advice and tips for everyday activities such as shopping, attending movies, sporting events, and live music performances. The campaign emphasises authenticity and representation, using the community’s voices to share their experiences. It is an evolution of the brand platform My Kind of Independence, launched in 2023, and demonstrates Mable’s purpose of “empowering our community to shape the life they want.”
Says Senior Brand Manager Sophie Bryden: “When talking with the disability sector, we’ve learnt the most important driver for people with disability is to both maintain and evolve their independence. To continue doing what they loved before acquiring or developing a disability, and particularly in the case of children, to develop their independence as they grow.
“This campaign represents people with disability doing what they love with the support they need to achieve their goals. It’s ownable for Mable, repeatable, scaleable and most importantly, authentic.
“This means we can flex the concept to provide tips for clients and independent support workers on everyday scenarios, such as gardening and movies, to working in the film industry or seeing a live gig.”
The campaign includes a partnership with NOVA Entertainment, and the creative will roll out across radio and social media. It is designed to highlight Mable’s approach to community-driven content and its commitment to authentic representation in advertising.
NOVA Entertainment’s Chief People Officer, Amanda Bollans, says: “NOVA Entertainment is proud to partner with Mable on this campaign. It’s important to us to platform the voices and experiences of all Australians and genuinely represent our audience. We’re especially delighted to feature Nathan, who has been a valued member of our team for 15 years.”
The guides feature stories from individuals like Nathan, a movie lover with Down syndrome; Kaia, a sports enthusiast with Proximal Femoral Focal Deficiency; and Cooper, a DJ with Cerebral Palsy.
“I’m Nathan Basha, and I’m a massive film buff. I might have Down syndrome, but with a little support, I’m able to go to the movies and see the latest films. With an independent support worker from Mable, I can have the confidence to try new things.”
“Hi, I’m Cooper, a DJ from Melbourne with Cerebral Palsy. Live Music helps me connect and meet people. With an independent support worker from Mable, I can achieve and be supported to be who I want to be. Yep, I’m able to DJ. Yep, I’m able to see live music.”
“I’m Kaia. I have Proximal Femoral Focal Deficiency, and I love sports. With an independent support worker from Mable, I can have an extra set of hands to help with parking, transport, navigating the stadium, and getting to my seat.”
The campaign launched in late June and will continue building over the coming months. Channels include radio, social media and content, amplifying people’s experiences and tips with the statement, “With Mable, I am able to.”
Client: Mable
Creative Agency: Bastion
Media Agency: EssenceMediaCom
Media Partner: NOVA Entertainment
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