Positioning access as strategy for leading disability consultancy Get Skilled Access
How Hyde & Seek positioned accessibility as a commercial growth lever, driving national credibility, message alignment and 30+ media placements
How a national earned media campaign helped Get Skilled Access take its accessibility message beyond the disability sector and into mainstream business, workplace, and community conversations.
The challenge
Get Skilled Access launched the Just Be campaign to challenge the way organisations think about accessibility.
Too often, accessibility is treated as a compliance exercise or something considered after decisions have already been made. Get Skilled Access wanted to shift that conversation, positioning accessibility as something that can strengthen workplaces, customer experiences, and organisational performance.
The challenge was taking that message beyond audiences already engaged with disability and inclusion and making it relevant to mainstream business, workplace, lifestyle, and community media.
That required a clear story, credible spokespeople, and a campaign grounded in lived experience rather than corporate language.
The strategy
Hyde & Seek built the campaign around a simple idea: accessibility is not an add-on. It shapes how people experience workplaces, services, products, and communities.
We developed different story angles for business, HR, lifestyle, disability, and community audiences, while keeping lived experience at the centre of the campaign.
Rather than asking every journalist to cover the same announcement, the outreach connected Just Be to the issues their audiences already cared about, from workplace inclusion and leadership to technology, customer experience, and the everyday barriers people with disability encounter.
The campaign combined embargoed national outreach with targeted radio, digital, and regional pitching, supported by a complete media kit and spokesperson preparation to keep the message clear and consistent across interviews.
The results
The campaign secured more than 30 media placements with an estimated reach of more than 2.4 million, taking Get Skilled Access’s message across business, workplace, community, lifestyle, and regional media.
Coverage included Capital Brief, Canberra Times, B&T, AAP syndication, ABC Radio Sydney, ABC Far North, and multiple regional mastheads.
Importantly, the coverage carried the central idea of the campaign beyond disability-specific media: accessibility could be discussed as part of business strategy, workplace culture, technology, and customer experience.
- 30+ unique media placements
- 2.4M+ estimated media reach
- 5 top-tier placements, including long-form editorial
- 2 ABC Radio interviews
- Coverage across business, HR, lifestyle, community, and regional media
Engagement: Hyde & Seek Communications. Scope: campaign strategy, messaging, media kit development, embargoed national outreach, targeted media pitching, and spokesperson preparation for the Just Be campaign.
Impact
“Hyde & Seek elevated our campaign through sharp messaging, strong relationships, and thoughtful media engagement. Their team understood how to connect our story with the right audiences and helped bring accessibility into broader business and community conversations.”
Ankit Singh Marketing Manager, Get Skilled Access
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