With Uber, THE ICONIC and Anytime Fitness.
The Shift 20 Initiative has released its program ‘80 for 20’, designed to accelerate disability representation in advertising in a campaign via PHD and Special.
80 for 20 will see each media owner committing up to 20% added value media to every advertiser with a paid campaign, for including people with disability in their creative, showcasing their commitment to increasing disability representation.
“This partnership proves what's possible when the industry comes together to support genuine, positive change and I want to acknowledge and thank all the media owners who've so generously committed their support,” said PHD managing director, Simon Lawson.
“This is a great example of media owners and agencies working together to create a positive impact on society. Inclusive ads don't just feel better though, they perform better, driving over a 16% uplift in long-term sales according to Oxford University**.”
80% of each media placement will support each brand’s creative, while 20% will be used to showcase the brand’s involvement in shifting perceptions around disability through Shift 20.
Supporting brands include Amazon, ARN, Foxtel, JCDecaux, News, Nova, oOh!, Paramount, QMS, SBS, SCA, SEN, Seven, TikTok, Val Morgan Cinema and VMO.
Casting inclusively can lead to 33% higher strong consideration, according to The Research Agency.
48% of Australians are more likely to purchase from brands that include people with disability in their advertising.
"This is bigger than one campaign or one brand. This is about responding to a clear demand from the Australian public, with research showing that 2/3 of consumers feel more positively about a brand that includes people with disability,” said AO Dylan Alcott.
“This incentive is not just about giving people with disability the opportunities they deserve on screen, but also about all of us as an industry working together to make a lasting impact and closing the gap between what we see on screen and everyday Australians with disability.
“To see so many different parts of the media landscape coming together for this is bloody incredible.”
The Shift 20 Initiative was founded by the Dylan Alcott Foundation in 2023.
The Shift 20 Initiative partners with Uber, THE ICONIC and Anytime Fitness who are utilising Shift 20 Casting Call for their ongoing campaigns.
“We're seeing ads that are inclusive of disability generate huge positive engagement,” said Special creative directors Peter Cvetkovski and Adam Ferrie.
“80 for 20 isn't just about offering free media, it's about amplifying creativity that genuinely cuts through for those who should be able to see themselves represented in everyday advertising - but we know also builds brand affinity and starts conversations."
CREDITS
CLIENT -
Client: Dylan Alcott Foundation
Founder: Dylan Alcott AO
General Manager: Georgie Saggers
General Manager: Charlie Rothery
Shift 20 Initiative Lead: Priya Addams Williams
SHIFT 20 PARTNERS -
Anytime Fitness
ANZ
McDonald’s
Nib
Uber
THE ICONIC
Amazon
TikTok
Tourism Australia
Tennis Australia
Kayo
CREATIVE + PR AGENCY -
Agency: Special Australia
Partner/CEO: Lindsey Evans
Partners/CCO: Julian Schreiber & Tom Martin
Partner/CSO: Bec Stambanis
Executive Creative Director: Ryan Fitzgerald
Creative Director/Creative: Adam Ferrie
Creative Director/Creative: Peter Cvetkovski
Team Lead: James Llewelyn-Davies
Senior Strategist: Heather Morrison
Senior Business Manager: Stephanie Cheung
Managing Director PR: Alex Bryant
Creative Strategy Director - Earned: Kate Wilkinson
PR Account Manager : Helena Hampshire
Head of National Production: Tash Johnson
Head of Film & Content Production (Melb): Sophie Simmons
Head of Stills Production: Nick Lilley
Senior Producer: Katherine Muir
Production Manager: Ada Tuna
Design Director: Dan Jones
Creative Services Manager: Leigh Cuda
PRODUCTION -
FILM & STILLS PRODUCTION
Jay Hynes Photography
Director/DoP/Photographer: Jay Hynes
Assistant: Madison Daffy
Hair & Make Up artist: Julia Green
First AC: Jesse Minter
Gaffer: Chrispy Dewhurst
Sound: Juan Martinez Bo
Retouching: Dario Bulfone CDCO Studio
TALENT -
Shift 20 Casting Call
Talent - Jack O’Connell
Talent - Celine Ramos
Talent - Riley Prowd
CONSULTANTS -
Get Skilled Access
Co-CEOs - Zack Alcott & Nicole Vongdara
Disability Consultants: Bridie McKim & Joel Emmett
Access Coordinator - Amy Marks
MEDIA AGENCY -
PHD Australia
Managing Director: Simon Lawson
Ryan Ambrose, Head of Media Partnerships
Gem Ocean, Strategy Director
Research & Insights
The Research Agency, Melbourne
