A brand built for action
task & Solution
Uniting (formerly Uniting Care) has been providing services to the community for over 100 years offering services as diverse as aged care, disability, early learning and Aboriginal services. Known for its progressive views, Uniting fearlessly advocates on issues such as refugee rights and marriage equality.
However due to cuts in governmental funding in 2015 Uniting found themselves in the need to compete against corporate aged care providers to win business. Uniting had never focused on marketing itself. Despite being Australia’s largest aged care provider, brand awareness was at 1%.
Re developed a brand system which encapsulates the boldness of ‘Courageous Action' and took the brand public through ‘Changing lives together’, a campaign that brought together pairs of people from vastly different backgrounds to share their stories. Each of their lives had been touched by Uniting in some way, and this came to light on-screen as they discussed their trials and triumphs, their toughest and happiest moments. These nine powerful films directed by Jack Naylor captured the incredible breadth and depth of Uniting’s work.
Launching the brand to the public
Uniting welcomes everyone no matter their lifestyle, ethnicity, faith, sexual orientation or gender identity. So for their brand launch, all of Sydney was welcome. A giant welcome mat in Martin Place featuring stories and quotes in 14 languages from clients and staff across all of Uniting’s services formed the centrepiece, while tea stations handing out free tea added to the warm and inclusive atmosphere. A lenticular photography exhibition shot by Gary Heery allowed interested visitors to immerse themselves in the stories of courage told by the people Uniting helps every day.
In an age where brands are looking high and low to define their purpose, Uniting knows exactly what they’re here for. Their promise of Courageous Action is inherit in everything they do, every single day. By bringing this promise to life, the rebrand drove visibility and awareness. Post-campaign, Uniting awareness was 19% for Sydney and 12% for the state – well above the three per cent campaign objective.
How do you promote community services without resorting to weary clichés? Our work for Uniting saw us tackle this challenge head first as we prepared to launch phase two of the not-for-profit’s brand awareness campaign in Sydney, wider NSW and ACT.