Aged care support platform Mable highlights range of services in first national campaign

Mable, a platform for independent disability and aged care support workers, is displaying the range of services available to elderly Australians on its website during the COVID-19 pandemic.

As well as targeting Mable users, the campaign is also seeking to attract more support workers, from physiotherapists, aged care workers, and nurses, who are looking to redeploy their skills after being stood down from other sectors.

The campaign is based on a smaller execution that launched in metro cities earlier this year. This is the first time a campaign for Mable has run nationally, with it appearing in all capital cities and regional centres in New South Wales, Victoria, Queensland and Western Australia.

Mike Guegan, creative director – copy at creative agency Bastion Banjo, described the ‘challenging’ shoot for the campaign which abided by social distancing regulations.

“The brief was fast and furious; we worked at Godspeed during a one day shoot, juggling six different talent and working with limited shooting and photography crews to deliver multiple TVCs, radio, press, and internal communications,” he said.

“This shoot was challenging as we needed to work under COVID ‘conditions’. This meant limited people on set, keeping a consistent 1.5m distance from everybody throughout the day, temperature testing and strict hygiene measures – all quite different for a fast-paced shoot such as this. However, strong pre-production work and good talent selection meant the shoot ran smoothly and efficiently. All members of the creative and production team were aware of the important job that needed to be done and we are very proud of this work and the impact it will have.”

Emma Howe, chief marketing officer at Mable, wants to meet the increased demand for services the platform offers.

“We’ve seen an increase in the need for a variety of support, including in-person and virtual support, since COVID-19 began so we tasked Bastion Banjo with bringing to life the fact older Australians could still access the support they needed despite the challenges COVID-19 has created,” Howe said.

“We want to emphasise that users can tap into over 10,000 independent support workers on Mable to access a wide range of essential support, whatever that means for them. We also want to spotlight the opportunity that Mable presents for people looking to get work and redeploy their skills in the current market. This is the first time we’ve used above the line channels for worker awareness and we’re already seeing benefits.”


Chief Marketing Officer, Mable: Emma Howe
Marketing and Project Manager, Mable: Alex Boardman

Account Management
Client Services Director, Bastion Banjo: Kath O’Shea
Account Director, Bastion Banjo: Alexandra Sherbon

Creative Director – Art, Bastion Banjo: Scott Hopkin
Creative Director – Copy, Bastion Banjo: Mike Guergan

Head of TV & Radio Broadcast, Bastion Banjo: George Saada
Head of Print Production, Bastion Banjo: Angelita Gandakusuma
Senior Producer, Bastion Films: Poppy Jones
Director, Bastion Films: Colin Skyba


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