Victorian Mental Illness Awareness Council (VMIAC)
Distribution only works when it is designed around how people actually find information, not how we wish they would. VMIAC’s Navigating My Way campaign was created to help people with psychosocial disability understand their rights, know what to expect from service providers, and feel confident speaking up when something is not right. Looped-in Founder, Rachel Abad, designed a distribution strategy that mapped how these resources would travel through real networks, reach the right audiences, and stay visible beyond launch.
Delivered by Rachel Abad, contracted by Punchy Digital Media.
The project.
The challengeThe campaign needed to reach multiple audiences with different needs, trust levels, and access points including NDIS participants, unregistered providers, and registered providers. The work had to build confidence, drive practical use of the tools, and leverage national networks for impact, without relying on a one-off launch spike that would fade quickly.
The insightThis was not a standard content rollout. People navigating complex service systems do not engage through a single channel, and trust is often built through community pathways, lived experience networks, and peer recommendation. Distribution had to be accessible, inclusive, and designed to meet people where they already were, with clear pathways from awareness to action.
Who we spoke toA distribution first strategy was developed, designed around audience behaviour, barriers, and trust dynamics. The rollout was mapped across owned, earned, paid, and partner channels, with tailored messaging and content formats for three core audiences. A partner engagement approach was built to activate grassroots networks and advocacy bodies, extending reach nationally. Practical repurposing guidelines were also created to keep the content moving over time, breaking longer videos into reels, quote tiles, and micro tips that could live across digital and community channels.
The impactA distribution approach that made the campaign easier to find, easier to share, and easier to sustain. The strategy created clear pathways for ongoing visibility through partners and community networks, while supporting a phased rollout that kept the resources relevant beyond the initial launch.
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