The Inclusive launch.
McDonald's, Mars, Commonwealth Bank and Woolworths have joined an industry initiative to increase disability representation in advertising.
People with disabilities make up just 3% of on-screen talent despite being 20% of the population.
The Inclusive 100 movement, launched in Melbourne and Sydney this month, aims to make inclusive production standard practice across film, television and advertising through the Inclusively Made certification framework.
"If you are missing 20% of the population, you are leaving value on the table and you are not commercialising your business in the most effective way," said Liana Dubois, former Nine Entertainment chief marketing officer and member of Inclusively Made's advisory board.
Representatives from Tennis Australia, Bunnings, Aldi, Nine, Bupa, Big W and Pinterest joined agencies including Hogarth, Ogilvy, Thinkerbell and Clemenger BBDO at the launch events, alongside the Australian Association of National Advertisers (AANA).
Woolworths marketing communications manager Hayley Mein said the Olympic and Paralympics campaign created with Inclusively Made was "hugely successful for our brand".
"The proof is in the pudding," Mein said. "Authenticity and results were probably the greatest outcome."
Big W marketing director Vanessa Rowed said the company now makes every production Inclusively Made certified.
"It's so much easier than I anticipated,” she said. “The framework is so clear and very simple that you can confidently pass it on to all team members."
The initiative addresses what organisers call a critical industry gap. While one in five Australians has a disability, representation in media remains minimal both on-screen and behind the camera.
Paul Nunnari, chief executive of Inclusively Made and a Paralympian, said representation matters because of personal experience.
"When I was an 11-year-old, I didn't see myself reflected in any media. All I saw were images of how bad it was to have a disability."
Bupa general manager of marketing Naomi Driver said working with the framework helped overcome concerns about implementation.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.