Meerkats get Activ to fulfil their promise

Activ Foundation, one of Australia’s leading disability service providers, has partnered with Meerkats for a unique co-creation campaign designed to reposition Activ within the shifting disability care category and fulfil Activ’s promise of ‘We believe in you’.

Working early on in the piece Meerkats discovered that Activ held a unique perspective on the potential of the people it served. It was this realisation, that Activ played the role of intermediary in helping to connect people to their ambitions in life, that opened up the path to a true co-creation approach.

Several Kats worked closely with Activ staff and clients to discover the hidden potential and goals of Activ’s customers, to create a campaign that highlights and celebrates the individual across radio, print and online.

Every piece of work was heavily workshopped and created onsite at Activ locations, with Michael Fragomeni from Brainestorm lending his expert production skills for the radio work. Meerkats creatives Rikki Burns and Anneliese Sullivan were inspired by the challenge.

“In a sector where advertising largely speaks to everyone except the person who will use the service, we sought to speak to people living with disability directly,” they explained. “It was really humbling to work with Activ’s customers and learn their goals and passions, and how Activ can help make these a reality.”

Meerkats Creative Director Josh Edge said, “Any co-creation work gives an extra element of complexity to a creative campaign. It’s a credit to the whole team that they were able to pull this off as smoothly as they did, and with such a huge amount of heart.”

Listen to the Radio HERE.

Watch the campaign being co-created HERE.

CREDITS

Head of Marketing and Intelligence, Rachel Bruechle, Activ Foundation

Marketing Coordinator, Stefan Manuk, Activ Foundation

Chief Creative Officer: Martin Beecroft

Creative Director: Josh Edge

Art Director: Rikki Burns

Writer: Anneliese Sullivan

Design: Joseph Dennis

Design Director: Mel Radman

Business Partnerships: Lucy Stoelwinder, Dre Liang

Strategy: Barry Walker

Producer: Sophie Middleton

Sound Engineering & Recording: Michael Fragomeni, Brainestorm