As an NFP agency (not for profit), Uniting services people and community. From early learning, disability services and aged care, supporting refugee rights and the LGBTI (lesbian, gay, bisexual, transgender, intersex) community, Uniting celebrates inclusivity, diversity and acceptance of all people without judgement.
Awareness of the ways the organization helps people was low. Research indicated the public’s knowledge of Uniting was limited to one or two services. The rebranding had to showcase the breadth of its support to people and the broader community.
Despite being Australia’s largest aged care provider, brand awareness was at 1%. Uniting was experiencing a period of unprecedented transformation, triggered by a rapidly changing cultural and legislative landscape. An impending crisis was looming with the Australian Government introducing ‘user-pay’ budget reforms in the aged care sector. This meant that Uniting would need to compete against corporate aged care providers to win business.
Radical change was needed to align hundreds of disparate services. The challenge was how to authentically position Uniting in the market as a significant and competitive service provider while remaining true to its purpose and values.
The target audience was all encompassing – government, the general population, donors, staff and suppliers. The strategy reveals there is more to Uniting than people think.
This is the first-ever large-scale public campaign for Uniting (formerly UnitingCare NSW.ACT), bringing together the untold stories of courageous and brave people from all walks of life who are connected to and impacted by this multi-faceted community services organization.
The centerpiece is a series of filmed conversations between strangers who realize unexpected connections. The positioning heroes the people Uniting connects and supports by placing a human face and storytelling to build awareness and discovery of shared experiences.
The simplified name ‘Uniting’, used as a verb, spoke to the organization’s promise of ‘courageous action’. The transformation has helped Uniting create a sustainable and client-market focused future. The positioning heroes connect and support a human face to the myriad of services the organization provides.
The rebrand thinking and campaign has been purpose-built to drive business transformation. The Uniting rebrand has driven visibility and awareness increasing the brand recognition and recall.