“Help The Workers Who Help You”

The HSU represents a critical yet often under-recognised segment of Australia’s healthcare workforce: allied health, aged care, and disability support workers. Ahead of the 2025 Federal Election, the HSU needed a campaign that put these essential workers at the fore – helping putting health and aged care reform firmly on the agenda.

We developed a suite of emotive video and static assets across Meta, YouTube, online video, and display – showcasing the lived realities of underpaid health workers and calling for a fairer system.

We targeted the Ads by electorate – based on key issues being faced in that area. We targeted the public (want decent health services), HSU members (know what it’s like and want a pay rise / better conditions), and local MPs.

This campaign succeeded because it treated aged care and health workers as the frontline heroes they are. It didn’t just speak about them- it gave them visibility in a crowded political landscape.