Australian Unity marketer says new ads are ‘overturning stereotypes’ for people with disabilities
The head of marketing for health fund Australian Unity has admitted it was a “brave” move to use people with a range of disabilities in its latest campaign, but said she hopes it will help other marketers think differently when casting in the future.
In its latest campaign, titled ‘The Interview’ and produced by DPR&Co, launched to coincide with the Paralympic Games, Australian Unity shows a group of people with different disabilities sitting around a board table and interviewing potential candidates to be their National Disability Insurance Scheme (NDIS) provider.
https://www.youtube.com/watch?v=eBftzuzJJ5k&feature=youtu.be
Kellie Johnston, head of marketing at Australian Unity said the campaign was about “overturning stereotypes”.
“We recognise that the media rarely shows people with disability in position of power,” said Johnston. “Chris van Ingen, who plays the chair in our commercial, was quite vocal about the fact that he always, as an actor, is cast as either the victim or someone to be perceived as inspiring. And it was the first time that he’s been depicted in a position of power.
“We very much want the campaign to symbolise overturning stereotypes and bring to life the promise that Australians need to put people with disability in charge of their choices, so they can lead the life they want to.”
https://www.youtube.com/watch?v=y6fDXK6wo-0&feature=youtu.be
Johnston admitted it was a “brave” move for the brand but said it made sense given it “was taking a stand that we’d decided to overturn those stereotypes”.
Asked if more brands should start portraying people with disabilities in everyday roles in their marketing, Johnston added: “Absolutely, Australian Unity stands for inclusion and we know that people with disability are not represented in a truly representative way in the media.
“If they are, it’s usually in the position of vulnerability or where they’re seen as heroic, and we know they reject that.”
The campaign was launched on Thursday, September 8, to coincide with the Rio Paralympics, and will run in three “bursts” on TV as well as an always-on digital campaign, ending in June 2017.
https://www.youtube.com/watch?v=515jD-yGyEI&feature=youtu.be
Representation of people with disabilities has been an ongoing issue, with Vogue Brazil landing in hot water for using able-bodied models for its Paralympics’ promotion, and Maltesers in the UK earning plaudits for a series of ads timed to run with the Paralympics starring people with disabilities.
While it is always great to see the inclusion of people with a disability in advertising and elsewhere on our screens and theatres, the reality is that Australian Unity, like many other businesses, are now fighting for the NDIS dollar.
To do this they must pitch to the people now in a position of choice. Everyone is advertising to the sector – Meals on Wheels, personal trainers, massage therapists as well as the service providers that have been around for decades (many of which have had to hire marketers to compete in what is becoming a very busy market).
I applaud Australia Unity for the ads, but it would be more impressive to see people with a disability included in advertising (and popular culture in general) that is not specifically pitched to them.
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Horrible horrible ad it has just made people with a disability look arrogant and power hungry unity needs to come up with a different angle on their advertising
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I find this ad very annoying. I don’t get why you have the person unable to sit on a kneeling chair. I’m also a bit concerned with the on call 24/7. Will this be possible with the funding available. A miss for me I’m afraid.
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I really don’t understand this ad. I think it’s silly and doesn’t really make much sense.
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I find the ad incredibly patronising – especially the way the woman being interviewed is talking. Makes me cringe.
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I have been TOTALLY CONFUSED with this ad….Just googled to find out WHO? WHAT? is Australian Unity? I was GOBSMACKED that Australian Unity is just another Health Insurance Provider trying to increase it’s membership. I am SORRY but THIS COMMERCIAL is a BIG THUMBS DOWN for me.
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