NDSP Plan Managers crash through disability campaign conventions in new work via Showpony
There are close to 750,000 people who benefit from the NDIS. Different people living different lives. But despite this, advertising within the NDIS category is almost uniformly homogenous. National Disability Support Partners (NDSP), experts in NDIS plan management, has launched a new campaign created by Showpony, that bucks that trend.
The campaign aims to disrupt the category, and cut through in a crowded, competitive plan management space. The campaign features a rhinoceros, affectionately dubbed “Iti” (it-ee), who unexpectedly appears to break barriers and provide relief.
Says Isaac Smith, NDSP Chief Growth Officer: “We wanted something different. Something that would surprise and delight our audience, while giving them confidence that with NDSP, they can get the relief they need from NDIS stress.”
Says Showpony Creative Director, Rory Kennett-Lister: “From the beginning NDSP pushed us to create something unique. It was such an enjoyable process collaborating to make something out of category. In the discovery process the team mentioned one of their previous, little-used campaign assets – a rhinoceros known as ‘Iti’. We knew we wanted to make more of that and explore that as an angle for the creative.”
A key collaborator was Melbourne-based creature effects studio Sharp FX, who created the Iti suit.
Says Kennett-Lister: “We had the concept, but they were the Doctor Frankensteins who gave our creation life. As soon as we saw their portfolio, we knew we wanted to work with them. They managed to find that perfect balance for the character, both powerful and approachable. Fearsome but fun.”
With the campaign speaking to people living with a disability, those with lived experience were consulted at every step of the process. This approach was recognised with Inclusively Made certification.
“It was important for us, and for Showpony, to be consultative and collaborative, every step of the way, from the initial research that informed the brief through to production,” says Nikky Juras, NDSP National Marketing Manager. “Using humour, it was integral to get the right tone. Showpony had previous experience working in this sector and that was really valuable.”
With creative and media undertaken by Showpony, the campaign is currently airing in NSW and will go national in 2026 across connected TV, digital and social.
Says Melissa Roberts Showpony Media Managing Director: “It was important for us to build awareness and credibility while empowering healthier, happier lives. Our two stream approach combined broad reach with an agile targeted strategy designed to inspire confidence and drive action.”
Adds Smith: “We can’t wait for the world to get to know Iti, and to keep bringing relief to the thousands of people who use the NDIS.”
NDSP Plan Managers
Chief Growth Office: Isaac Smith
National Marketing & Communications Manager: Nikky Juras
Marketing Research Coordinator: James Davies
Marketing Consultant: Jonathan Pangu
Showpony
Executive Creative Director: Parris Mesidis
Group Managing Director: Jamie Scott
Creative Director: Rory Kennett-Lister
Associate Creative Director: Micha Paderin
Senior Creative: Andy Scott
Art Director: Micha Paderin
Motion Graphics: Felipe Carrasco
Account Director: Sophie Allchurch
Producer: Alexandra O’Neil
Managing Director, Media: Melissa Roberts Digital Director: Hayley Clinch
Production
Director: Rory Kennett-Lister, Showpony
Producer: Alexandra O’Neil, Showpony
Casting: Angie Christobel, RMT Management; Showpony
DOP : Riley Scott
1st AC: Jake Cooper
Second Cam: Fraser Whitehead / Dion Vercher
Gaffer: Nic Datson / Nic Frayne
Sound Recordist: Oliver McLoughlin
Art Department: Gareth Wilkes
Art Department Assist: Ben Allen
Wardrobe Stylist: Chloe Spalding
HMUA: Natasha Stone / Tracy Phillpot
Photographer: Alex Robertson
Location Manger: Lewis Kennedy
Production Assistants: Laila Scparra, Elijah McGregor-Dey, Keti Tismogiannis
Editor: Dion Vercher
Colorist: Riley Scott & Dion Vercher
Sound: Justin Astbury, Astbury Audio
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