Hireup debuts national campaign with real community

Hireup has launched a national brand campaign that features people from its own community, including clients, support workers and family members, as it seeks a different approach to disability representation in Australian advertising.

The campaign runs across broadcast video on demand and subscription video on demand, as well as digital and social channels. Hireup has also planned linear television and out-of-home advertising in Adelaide during festival season, plus additional out-of-home activity across Adelaide and the Gold Coast.

Hireup operates an online platform that connects people with disability and older Australians with support workers. The company said it directly employs more than 14,000 trained and verified workers.

On-screen gap

Hireup positioned the campaign against what it described as a shortfall in disability representation on Australian screens. The company cited figures that nearly one in five Australians live with a disability, while disability representation on Australian television sits at 6.6%.

The creative uses participants' own voices and aims to show day-to-day life. Hireup said it wanted to move away from advocacy-led portrayals and from the use of stock images and actors.

"Hireup was built on the belief that people with disability are best placed to understand and choose the support that's right for them. This campaign reflects the diversity and capability of our community, while challenging how disability is typically represented on screen. Too often, even in our sector, representation relies on stock images or actors rather than the people it's meant to reflect. This work puts real people at the centre and shows support as something that enables people to live life on their own terms," said Jen Dickson, Chief Marketing Officer, Hireup.

Channel mix

Hireup said it will run "Hireup. Your life, supported." nationally. The plan includes BVOD and SVOD placements, alongside digital and social distribution.

The company also flagged a dedicated BVOD execution during a period that includes major disability sport events in Australia and overseas. Hireup linked the planned activity to the World Para Swimming Championships on the Gold Coast and the Paralympic Winter Games in Milano.

Hireup said the timing also reflects seasonal patterns in its market, when clients and workers plan and search for support at the start of the year.

Community input

Hireup said it developed the work after engagement with clients, support workers and account managers. It also referenced feedback from its Community Advisory Group.

The company framed this engagement as a factor in its decision to feature people from the Hireup community. It said these discussions reinforced lived experience as the most authentic lens for messaging aimed at people seeking support.

Platform scale

Hireup said it has supported people with disability for more than a decade, and that it now supports 11,000 people with disability annually. The company also reported 152,000 connections facilitated through its platform and 21 million hours of support delivered.

Hireup said its workforce services 82% of postcodes across Australia. The platform includes tools for users to find, book and manage support workers, while Hireup handles employment, insurance and compliance.

The company began operating in 2015. It was founded by siblings Laura and Jordan O'Reilly, who said they were motivated by their brother Shane's experience of cerebral palsy and difficulties with agency models that did not offer choice over support workers.

Aged care push

Hireup has also moved into aged care, as it expands beyond disability support services. The company said it is positioning the platform for older Australians who want to live independently at home, while also pitching workforce solutions to home care providers.

Hireup described a national shortage of skilled workers in home care. It said its model offers a way for providers to source workers, while maintaining compliance and employment arrangements through Hireup.

The campaign places Hireup's brand message alongside the company's pitch on choice and control in support arrangements. Dickson framed the creative approach as a response to how disability has traditionally appeared in advertising and media.

"Hireup was built on the belief that people with disability are best placed to understand and choose the support that's right for them. This campaign reflects the diversity and capability of our community, while challenging how disability is typically represented on screen. Too often, even in our sector, representation relies on stock images or actors rather than the people it's meant to reflect. This work puts real people at the centre and shows support as something that enables people to live life on their own terms." said Jen Dickson, Chief Marketing Officer, Hireup.

Hireup said the campaign will run nationally across video streaming platforms and social channels, with additional linear television and out-of-home advertising focused on Adelaide and the Gold Coast.