Penrith City Council - Disability Awareness Campaign

Penrith City Council enlisted NeonLogic with a critical mission to improve the lives of individuals with disabilities in their local area. They saw that while their Disability Inclusion Action Plan 2022-26 was a solid start, significant social barriers remained due to a lack of community awareness and understanding.

To tackle these issues, the Council sought a comprehensive behavioral change campaign to raise awareness and promote inclusion. The project began with in-depth research and strategy development, followed by creating empathy-driven content featuring real stories of people with disabilities in Penrith.

With no small amount of inspiration from the much loved 'People of New York' social media channel, this led to the creation of the 'People of Penrith' and the ‘One Community, Many Abilities’ concept, involving meticulous pre-production, shoot coordination, and diverse campaign assets such as impactful videos, engaging social media content, and compelling print materials.

The NeonLogic team conducted extensive research on disability communication etiquette and accessible content creation, presenting concepts and collaborating with the Council’s Disability Access Committee to gain invaluable insights. The campaign launched on May 20, 2024, with positive initial feedback and high social media engagement.