Rich Curtis

Not all rebrands are created equal. Australian Foundation For Disability (Afford)’s recent rebrand is a cut above – the most comprehensive and visionary rebrand I’ve been involved in. Visual brand? Tick. Messaging and copy? Tick. Website functionality and SEO? Tick. Accessibility? Tick. Hard copy and digital marketing collateral? Tick! Here’s what made for a standout writing and strategic communication experience: - Clear framework for messaging alignment across distinct customer areas - Tone of voice slider to help me stay on track across three traits (loved this) - Very specific SEO targets (integrated throughout) - Plain English writing, with an Easy Read option in the right places - Very clear rules for grammar, style and tone - Diverse expert eyes on copy, each honing with their own expertise at the fore - Well planned and coordinated project and timeline - Working in shared documents to maintain oversight, version control and sanity - Next level spreadsheets - Templates, font clarity and character limits for print materials - Good humans doing good work And we nailed it! My favourite feature is one I initially struggled to envisage – the Easy Read option. Try it for yourself by selecting ‘View in easy read’ on a page. Shout out to: Lara M. and Fahad Qazi at Afford, Kieran Sturt and the SEO team at Gorilla 360, web designer and developer Nibble Edge, and the creative, media and tech teams at Enigma. When can we do it all again? (Jokes.) https://www.afford.com.au/

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The importance of understanding how our message can be received has been laid bare in this case. Advertisers, beware! As Hard of Hearing advocate, I can see the misunderstanding of two distinct communities Deaf and Hard of Hearing. While different in functioning, both communities must be respected. Deaf people preferred language is Sign Language and they have the community of shared language and experiences. Hard of Hearing people preferred language is a spoken and written language along with communication tactics including lipreading, sign supported communication based on spoken language grammar. They also have a community of peers, shared experience. Those who lose hearing later in life have different lived experience and indeed, when hearing starts to wane, they retrate from social situations and it may even strain their relationships as communication gets harder. Hearing interventions can support better hearing and social interactions but it does not mean that hearing aids alone or cochlear implants can do so, it has to be as part of society shift and attitudes as well. So, the advice is to find the right balance and respectful way of conveying the intended message.

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Thanks AdNews Australia for sharing Luke Brown’s perspective on a topic the industry doesn’t discuss often enough: why so much modern media advice sounds smart, yet fails to deliver growth.     We’ve never had more tools, more data or more dashboards. Yet penetration gains are stubborn and the link between media activity and commercial outcomes continues to weaken.     The issue isn’t advertising. It’s how we’ve started interpreting effectiveness.     Reach is treated as the outcome. Attention becomes the proxy. Reporting becomes the story.     Luke’s piece explores how a handful of persistent myths are quietly distorting decision-making.     If effectiveness is meant to mean growth, not just activity, it’s well worth the read. https://lnkd.in/gSwAsvvt 

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𝐀𝐈 𝐯𝐬 𝐂𝐨𝐩𝐲𝐫𝐢𝐠𝐡𝐭: 𝐖𝐡𝐨 𝐫𝐞𝐚𝐥𝐥𝐲 𝐰𝐢𝐧𝐬?  Imagine pouring your heart into a song, a book, or a design… only to see an AI trained on it, 𝐰𝐢𝐭𝐡𝐨𝐮𝐭 𝐲𝐨𝐮𝐫 𝐩𝐞𝐫𝐦𝐢𝐬𝐬𝐢𝐨𝐧, 𝐰𝐢𝐭𝐡𝐨𝐮𝐭 𝐲𝐨𝐮𝐫 𝐩𝐚𝐲𝐦𝐞𝐧𝐭 - and so that the AI can make up something similar in a heartbeat. That’s the reality many Australian creatives are pushing back against right now. The Productivity Commission has floated a change that would let AI companies mine copyrighted work for free, claiming it could add $𝟏𝟏𝟔 𝐛𝐢𝐥𝐥𝐢𝐨𝐧 to the economy. But artists like 𝐏𝐞𝐭𝐞𝐫 𝐆𝐚𝐫𝐫𝐞𝐭𝐭 and 𝐌𝐢𝐬𝐬𝐲 𝐇𝐢𝐠𝐠𝐢𝐧𝐬 are calling it “𝑠ℎ𝑎𝑚𝑒𝑓𝑢𝑙”. And even big business leaders warn it’s a dangerous path. Here’s the real question: 👉 𝐒𝐡𝐨𝐮𝐥𝐝 𝐀𝐈 𝐛𝐞 𝐚𝐛𝐥𝐞 𝐭𝐨 𝐮𝐬𝐞 𝐜𝐫𝐞𝐚𝐭𝐢𝐯𝐞 𝐰𝐨𝐫𝐤 𝐟𝐨𝐫 𝐟𝐫𝐞𝐞, 𝐨𝐫 𝐝𝐨 𝐰𝐞 𝐫𝐢𝐬𝐤 𝐥𝐨𝐬𝐢𝐧𝐠 𝐭𝐡𝐞 𝐯𝐞𝐫𝐲 𝐯𝐨𝐢𝐜𝐞𝐬 𝐭𝐡𝐚𝐭 𝐦𝐚𝐤𝐞 𝐨𝐮𝐫 𝐜𝐮𝐥𝐭𝐮𝐫𝐞 𝐮𝐧𝐢𝐪𝐮𝐞? 💬 Leave your comment below 👇 #IntellectualProperty #CopyrightLaw #CreativeAustralia #LegalTech #InnovationAustralia

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