atWork encourages employers to embrace diversity in new campaign via Archibald Williams
Today Archibald Williams (AW) has launched the new atWork Australia brand campaign for 2022, highlighting atWork Australia’s commitment to connect more people living with disability, injury, health condition or disadvantage with business, so both can thrive.
atWork Australia is a leading national employment services provider supporting people living with a disability, injury or health condition, or overcoming other challenges to finding sustainable and meaningful work. atWork Australia also assists businesses nationally looking to recruit and retain a diverse workforce through candidate supply, diversity and inclusion workforce planning.
A primary challenge that prevents people living with a disability or disadvantage to join a workplace, is confidence. They may experience low self-esteem, or a lack of faith in what they can bring to the table. Inversely, many businesses may be sceptical of the value someone living with a disability or disadvantage can add to their workplace.
After a successful brand campaign in 2021, atWork Australia sought to maintain momentum by building upon its belief that “Work’s For Everyone” – a belief that creates a sense of intention and a rallying cry, aligning with atWork Australia’s values and core purpose – to connect people and business so both can thrive.
The 2022 campaign profiles a series of heart-warming stories, where three real-life experiences are brought to life of individuals who’ve found employment through atWork Australia, and who receive feedback from their co-workers about their contributions. These stories are abstractly shot as a ‘day in the life of’ and act as a performance review of each individual by featuring encouraging comments from their co-workers.
To enhance emotion and relatability, AW ensured all campaign aspects were as authentic and genuine as possible, using audio from real performance reviews by real co-workers, and in some cases footage from real workplaces.
Says Katherine Newton, senior manager marketing, communications and customer experience, atWork Australia: “We were seeking a campaign that built upon our 2021 brand campaign, whereby ‘Work’s for everyone’ was born. Archibald William’s next iteration brings to life this belief, challenges misconceptions about hiring people living with disability, injury, health condition or disadvantage, celebrates diversity, and brings to life the benefits of a diverse and inclusive workplace, and society more broadly. We hope this campaign enables atWork Australia to connect more people and business so both can thrive.”
Says Matt Gilmour, executive creative director, Archibald Williams: “We wanted to use real performance reviews of atWork Australia clients as a way to show the business-wide benefits that can come from hiring someone living with a disability, injury, health condition or disadvantage. We hope these reviews will inspire new clients and employers to get in touch with atWork Australia and we can bring more of these success stories to life.”
The new campaign includes TV, OOH/billboard, social, cinema, programmatic display, and transit OOH.
Agency Team:
Kiranpreet Kaur – Managing Director
Stefanie Duhy – Senior Account Director
Claudia Hovers – Senior Account Manager
Natasha Polczynski – Senior Account Manager
Matt Gilmour – Executive Creative Director
Andy Reynolds – Senior Designer
Chris d’Arbon – Senior Art Director
Ross Cockrill – Senior Copywriter
Isabella Chan – Designer
Adrian Hoes – Digital Developer
Amanda Slatyer – Producer
Client Team:
Katherine Newton – Senior Manager, Marketing Communications and Customer Experience
Sarina Vanderplas – Marketing Communications Lead
Agency Partners:
Squeak E Clean – Creative Audio Studio
FLIPP Management – Photo and Film Production