Growing online carer platform Mable launches new ad campaign

As online carer platform Mable clocks 13 million hours of care provided to older Australians and people with a disability, a new ad campaign puts its audience at the forefront of its creative approach.

Online carer platform Mable's out-of-home ad campaign.

A diverse cast takes centre stage in a new advertising campaign for online carer platform Mable, which launches today, as the nine-year old tech company clocks 13 million hours of care provided to older Australians and people with a disability.

The campaign shines a spotlight on older Australians and people with a disability, and the type of care Mable’s 12,000 support workers can provide to the specific needs of individuals in need of carers.

It comes at a time when, according to Mable’s chief growth officer Matthew Cavalier said, the business seeks further growth and scale in the market. He told The Growth Agenda the tech platform needed to create more consistency between its customer facing marketing materials and their experience interacting with the technology on the platform.

Mr Cavalier said the new branding effort is about differentiating Mable and to demonstrate its more nuanced understanding of its audiences, with a series of video, audio, social and out-of-home campaign from creative agency, Bastion.

“The needs of a person with a disability versus an older Australian, or the needs of a support worker are all very different,” Mr Cavalier said.

“What we found working with Bastion and through our research is the commonality was independence. Regardless of your audience type, the commonality that you‘re looking for was independence.”

“It‘s not Mable talking about Mable. We’ve actually put our customers – so individuals or support workers – they’re telling their story. It’s their kind of independence and what that means to them. It‘s consistent and it’s always told from that perspective, and it allows each of the individuals to basically say what independence means to them.”

Among the cast is motivational speaker and founder of Stay True Be You, Moustafa Ardati, who was born with cerebral palsy. He opens a 30-second video with the line “This is my kind of independence”, as he makes his way to work to the tune of a punchy, uplifting soundtrack, with a Mable-sourced support worker accompanying him.

“The reason why I love the campaign is that it aligns with how I live my life,” Mr Ardati said. “I really feel that 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.”

The campaign is similarly targeted at attracting support workers and carers to the platform, who are also shown in the advertisement.

In the 30 second video, one worker said of Mable, it’s about “Choosing a client who rocks”, while renowned Australian drummer and educator, Andrew Hewitt, who was also born with cerebral palsy, percusses on his drum kit.

“What’s been missing in the past is creating a platform where people can get support and connect with the right people to really celebrate their independence in the way they want to,” Simon Langley, chief creative officer at Bastion Group said.

“That’s why the idea of ‘My kind of independence’ is so powerful and resonates so well with that community, is because it’s enabling them to meet the right people who have shared goals and shared interests. And get to know each other and have those longer term relationships, they get into a rhythm and really live the life they want to live.”

“The whole casting approach was based around the fact we want to find real people who can talk genuinely about their kind of independence on screen,” Mr Langley said.

The campaign will appear on TV, broadcast video-on-demand, out-of-home, radio and social media, as well as content sponsorships in audio and cinema. As part of the campaign, the platform is sponsoring Sensory Screenings in cinemas, which are available for families who have specific sensory needs, such as dimmed lights and soften volume levels.