In June 2023, Mable launched a fresh brand campaign across Australia. As we set out on this journey, our aim is to stand behind every individual’s right to their own independence, whether they are an older Australian, a person with disability or a support worker.
On Mable, it’s our mission to empower clients and support workers so they can confidently say ‘Mable is my kind of independence.’
But what is independence?
As well-known women’s rights activist Susan B Anthony once said, “Independence is happiness.”
Simple yet profound. Independence is the freedom to live life the way we want. It’s unique to each of us.
For Penny, independence means being able to go hiking whenever she wants. For Carol, it means living in her own home and being able to live her day to day life as she wants.
For Samantha, independence means having a home that suits her support needs. For Corey, it’s about attending his swim lessons and volunteering at church.
For independent support worker Ben, it means being the boss of his small business on Mable.
Mable: My kind of independence
Mable clients have the freedom to choose the support workers they want to work with, and when and where they want that support.
Independent support workers on Mable have the freedom to choose their clients and hours they want to work.
At Mable, everyone can find ‘my kind of independence’.
On 4 June, Monday, we launched our brand new advertisement campaign across television, radio, billboards, print, social media and more.
Guillaume Papillon, Head of Marketing at Mable, says, “The ‘brand new’ Mable campaign reflects this ethos by truly placing people at the centre of our brand, and celebrates the uniqueness of everyone’s kind of independence."
It’s why viewers will notice in the ad campaign, we decided to feature real people from our community and not actors.
We hope everyone sees a little bit of themselves in this new campaign.
Join Mable on this new journey
We invite you to join us as Mable sets out on this new journey to continue championing independence for independent support workers, older Australians and people with disability in the community.
