Background
The NSW Department of Customer Service (DCS) engaged Juntos Marketing to create a campaign aimed at improving digital accessibility across their organisation. The campaign was built around three core objectives: raising awareness of the importance of digital accessibility, driving traffic to the DCS Accessibility Course Module page, and encouraging staff to ask, “Is this accessible?” while adopting best practices for inclusive design. To meet these goals, Juntos Marketing designed a multifaceted campaign grounded in real-life experiences and practical insights, helping staff better understand the barriers faced by individuals with disabilities in digital spaces.
Approach
Juntos Marketing adopted a storytelling-driven and educational approach to foster empathy and inspire behavioural change. At the heart of the campaign were a series of blog posts, including short-form stories that highlighted the challenges faced by people with diverse needs, such as blindness, ADHD, low vision, or brain injuries. Longer-form posts complemented these stories by offering actionable tips and resources to address these barriers and improve accessibility practices. By adopting a highly empathetic tone, the campaign empowered staff to recognise and take action on accessibility issues.
To further reinforce the message, the campaign included a variety of creative assets. Digital flyers, posters, floor stickers, and branded t-shirts were used to keep accessibility top of mind in the workplace. Follow-up emails, sent one to two weeks after course completion, featured deliberate accessibility challenges — such as small font sizes, poor color contrast, and broken links — to demonstrate common issues. These emails also provided guidance on resolving such problems and linked to additional resources, including DCS’s blog posts and accessibility kits.
Outcome
The campaign achieved significant and measurable outcomes, cultivating a culture of accessibility within the DCS. It successfully raised awareness of accessibility challenges and solutions, and encouraged staff to adopt inclusive digital design practices. Additionally, the campaign equipped employees with practical tools and resources to sustain long-term improvements in digital inclusivity. By combining authentic storytelling with actionable insights, Juntos Marketing empowered DCS staff to create more inclusive digital spaces, driving a meaningful and lasting cultural shift.
