Publication Details

Kleinschafer, J., Small, F. & Nikidehaghani, M. (2018). Social marketing and the implementation of the National Disability Insurance Scheme. In R. Hay (Ed.), International Social Marketing Conference: "Broadening Cultural Horizons in Social Marketing" (pp. 211-214). Townsville, Australia: James Cook University.


The National Disability Insurance Scheme (NDIS) is a nation-wide government policy designed to support people living with a disability (PWD) and constitutes a significant reform in the provision of disability funding in Australia. This reform is a rapidly implemented response to the poor living conditions for PWD, as identified in the Australian Productivity Commission's report in 2011. It is founded on the social aim of empowering PWD with choice and control so they can "live an ordinary life". As such the implementation of this policy could have benefited from the application of social marketing strategy from the beginning, as the intent of this policy is to drive behavioural change for social good.

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