Every Australian Counts: helping to deliver the NDIS

This multi award-winning campaign elicited one of the most significant social reforms of the 21st Century in Australia – the creation of the National Disability Insurance Scheme. Prior to the NDIS, many people living with disability had little or no government support, and the services that did exist often didn’t suit people’s individual needs. It was hard to get a good education, find a job, and be included in the community. For too long, governments ignored this problem. But in the late 2000s, campaigners and policy experts started talking about a new national system with enough funding to provide tailored, individual support. No more missing out, no more waiting lists, no more “one size fits all”. The challenge was to convince politicians and the public to make it a reality.

In 2011, Essential worked with the National Disability and Carers Alliance (NDCA) to launch the Every Australian Counts campaign. Using our social research capabilities, we conducted in-depth analysis of public attitudes, and this intelligence allowed us to frame the issue in a way which would garner maximum support. We worked with NDCA to create all the building blocks a new campaign needs – a visual brand identity, website, and strategies and plans for communicating across a range of channels, including social and news media.

For any campaign to be successful, you must mobilise, unite and listen to your supporters. Essential worked with Every Australian Counts to build and nurture a 150,000-strong supporter community – a powerful demonstration of the size of the movement that no government could overlook. In 2013, the NDIS was brought into law with cross-party support. This was a huge win for the campaign, and for every Australian living with disability. But the work did not stop there. Every Australian Counts continues to hold governments to account, and Essential has been there to provide strategic advice and support during key milestones. In 2017, we released the first NDIS community report card – sharing hundreds of stories and arranging a delegation to Parliament to secure funding. In the lead up to the 2022 election, we worked to ensure the NDIS was high on the political radar. Every Australian Counts is more than a moment in time or a single goal. The campaign continues to ensure the voices of people with disability are heard by decision-makers, and the online and offlines supporter community has become a valued space to share information and find solidarity.