Great nonprofit marketing. Lessons for us all.

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The NDIS campaign Every Australian Counts continues to kick goals with test sites and growing public support.

 

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Note how the page places the anger-inspiring message right next to the simple call to action. Bravo.

This recent imagery from the campaign’s website is a text book example of simplifying a complex, devlishly detailed issue into a slam dunk issue: that some people are able to have just two showers a week. Frankly this is a simplistic statement and far from 100% true. Who cares? It’s true for many and it symbolises other indignities the disabled face.

Every Australian Counts could have watered down its argument, nuanced it, made it less confronting. Thank goodness it didn’t. Let the meek inherit the Earth - they won’t know what to do with it anyway.

Our only unsolicited advice would be that such a bold statement requires more explanation. Regular sympathetic folk may wonder why disabled people only have two showers weekly. Well inadequate access to carers at the right time of day means only two showers weekly. As it stands, the copy is attention-grabbing but a little confusing.

Another positive is that the campaign opted for strong, clear, symbolic imagery and design. Bravo. Would it have been even stronger with imagery of someone waiting beside a shower? That’s for Design Court to decide.

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Get 'em angry , then give them a way to take action. And don't let 'em leave your site until you've extracted their email.

Left is another execution of the same idea, this time focussing on the one item every abled body person understands – wheelchairs. More good nonprofit marketing. Again, the claim requires more explanation.

The copy, cleverly plays on readers’ patriotism. It’s not anti-Australian but implies that the current services for disabled Australians are not what we’d expect. Cunning.  

It looks like Australians with a disability are finally finding their mojo. Queensland and Victoria’s Premiers were both taken aback by the level of condemnation they received for holding out on establishing test sites. Even commercial talkback radio abounded with angry calls.

With the disabled up and angry the next great ignored, unserved and misunderstood minority should be taking notes and taking action. The aged. It’s possible and it’s about time.

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