Disability and aged care support platform Mable repositions brand via Bastion

Online disability and aged care support platform, Mable, has repositioned its brand with a fresh campaign via marketing and comms agency Bastion.

The company’s aim to bring people together to enable unique and inclusive opportunities is showcased through the new positioning of ‘My Kind of Independence’ .

The spot features people with disabilities and older Australians, as well as their support workers.

Moustafa Ardati, motivational speaker and founder of Stay True Be You, seen at the beginning of the ad, said the campaign aligns closely with how he chooses to live his life.

“I really feel if you believe in yourself and stay true to who you are, anything is possible. For me, that is doing what you love. Literally all the lines in the campaign, I’m like ‘agree, agree, agree’,” he said.

Mable head of marketing, Guillaume Papillon, said: “At Mable, we have a unique opportunity to elevate our brand from being a disruptor to the category leader. It’s a complicated industry where it can be tricky to find a ‘common ground’ that matches the individuality of everyone’s story. While we might have been quite shy in the past, we have created a truly better way for people to receive and provide support.”

He said the brand saw an opportunity to strengthen its positioning, and Bastion was the perfect partner to do so.

“We saw this as an opportunity for our brand to be bolder through strong positioning, which truly champions independence for people with disability, older Australians, and support workers. The team at Bastion then wooed us by developing a platform that truly places people at the centre of our brand and celebrates the uniqueness of everyone’s kind of independence,” he said.

Moustafa Ardati on an OOH sign, as part of the campaign

Bastion chief strategy officer, Angela Morris, said the campaign stresses the importance of independence, and how it isn’t ‘one size fits all’.

“For too long, people have not had the option to tailor their support to their specific needs and wants,” she said. “This brand platform champions individualised independence, enabled by Mable.”

Simon Langley, Bastion Group CCO, added: “Like Mable, this campaign disrupts the category in the way we represent people with disability and older Australians. It’s bold, distinctive, and most importantly, authentic. We worked with an incredible cast who tell the unique Mable positioning through their own words in a powerful way that will connect with our target audience.”

The campaign rolls across TV, BVOD, OOH, radio and social.

EssenceMediacom, the brand’s media agency, assisted in planning the campaign’s media strategy, using Mable’s first-party data. The media investment will support disability and aged care experiences through content sponsorships in audio and cinema. In an Australian-first, Mable will be supporting ‘Sensory Screenings’ in cinemas.

Other assets:

Mable – Heading to a job I love is my kind of independence

Mable – Clients that match my rhythm is my kind of independence

Mable – Staying flexible is my kind of independence


Client: Mable

Head of marketing: Guillaume Papillon

Chief growth officer: Matthew Cavalier

Senior brand manager: Bec Borgo

Senior brand manager: Sophie Bryden

Assistant brand manager: Roxane Riahi Dehkordi

Marketing specialist: Angela Bakiris

Agency: Bastion

Group chief creative officer: Simon Langley

Creative lead – copy: Lauren Seaborn

Creative lead – art: Chris Searle

National chief strategy officer: Angela Morris

Managing partner: Ana Lynch

Senior account director: Harry Mountier

Account manager: Josh Staras

Head of production: Jacqueline Archer

Agency producer: Niki Bentley 

Junior producer: Raquel Abi Ghosn

Senior designer: Domenic Bartolo

Production company: Division

Director: Riley Blakeway

Executive producer: Natasha Gill

Producer: Alex Bray

DP: Max Walter

Offline: Stewart Arnott 

Colourist: Matt Fezz

Flame op: Brad Smith

Stills production company: Photoplay

Photographer: Karima Asaad

Executive producer: Alison Lydiard

Stills producer: Amanda Moore

Casting: Lucky Break

Music composition: MassiveMusic

Media agency: EssenceMediacom

Client partner: Will Corbridge

Strategy director: Marine Turner

Planning director: Karen Lee

Media planning: Laura Shields


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