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”.
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.
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
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.
I really don’t understand this ad. I think it’s silly and doesn’t really make much sense.
I find the ad incredibly patronising – especially the way the woman being interviewed is talking. Makes me cringe.
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.