The shift towards true representation.

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 reshoot 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.

A dedicated hub with best practice tools and resources for all brands to be more inclusive. Setting the standard for disability inclusion and cementing the long-term impact of the initiative. Co-designed by people with disability.

As part of the Shift 20 Initiative, we redefined the oldest form of media for the inclusive age and set a new industry standard with an innovative approach to outdoor media.
Braille Boards, in partnership with JCDecaux, are now available for all brands, with the ambition it becomes an everyday part-of-life for the vision impaired.