Almost 20% of Australians have some form of visible or non-visible disability. Yet, only 1% are represented in  advertising, excluding over 4.5 million Australians — and not truly reflecting our society as a whole. So, together with the Dylan Alcott Foundation, we created the Shift 20 Initiative, a collective of major brands making the shift towards normalising disability representation and inclusion. To launch the initiative, we united 13 of Australia’s biggest brands and worked with them to re-shoot and change their most iconic ads, replacing existing talent with a person with disability.

The altered spots took over major TV networks in a coordinated media-first roadblock, creating immediate inclusion on a mass scale never before seen in Australian advertising. 

By challenging brands to commit to being more inclusive, we’ve started the shift towards true representation.

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