shift 
shift 
Nearly 20% of Australians have a visible or non-visible disability*, yet only 1% of ads represent them**. The Shift 20 Initiative is a coalition of the nation’s top brands working towards increased disability representation, inclusion and accessibility in marketing and communications. We believe that together, our industry can help shift the perception of what disability is and what it can be – creating a more inclusive Australia, for everyone.
The following framework of four core principles has been developed to guide marketers, industry professionals and business leaders in applying best practice disability inclusion within their own organisations, helping us create positive change.
This site was co-designed by people with disability and developed with the diversity of disability in mind, but we understand that it may not meet everyone’s needs. If you have any feedback on how to better meet accessibility requirements or any content suggestions, please let us know.
Almost 4.5 million Australians have some form of disability*, which is nearly 20% of the population. Australians living with disability deserves representation and visibility in mainstream media. Representation of disability begins at the very start of the process, with the storytelling. This involves considering authentic narratives, talent selection and crew selection that will help bring each story to life.
Inclusion can be achieved at any stage of narrative development, from scripting to casting. Where possible, the inclusion of people with disability should be considered from the beginning of the idea. Importantly, the disability itself does not need to be central to the storyline or creative concept. Portrayal of people with disability can occur in two ways: ‘incidental inclusion’ and ‘integral inclusion’.
Incidental inclusion features characters with disability that are peripheral to the main narrative, such as extras or minor roles. Their disability is not central to the creative narrative.
Integral inclusion features characters with disability that are either central to the advertising concept or have a meaningful role to play in the story. Their disability can be central to the concept, or might not be, but it is clearly represented.
When assessing how best to include people with disability in advertising, some questions to consider include:
Diversity in the characters portrayed in mainstream media is one important way that brands can support increased representation and inclusivity for all Australians. By casting a diverse range of talent that includes people with various abilities as well as other markers of diversity like ethnicity, culture, sexual orientation, age and gender – brands can persistently challenge attitudes and play a role in driving broader societal change.
Examples include:
Representation and inclusivity in communications can take many forms – from visual, to non-visual and even the team behind the scenes. By actively seeking to involve production partners and suppliers with disability when undertaking marketing and communication activities, the impact of Shift 20 Initiative is widened even further.
Examples include:
To find out more from leaders in the representation space, visit:
Bus Stop Films Consultation on authentic storytelling, inclusive casting, support in identifying inclusive production crew.
Attitude Foundation Working to shift perceptions of people with disability.
Inclusion in casting is an immediate and powerful way to help change visibility and representation in mainstream media. By casting a broad range of talent with both visible and non-visible disability, perceptions in the wider community begin to shift. Considered casting decisions can begin at any stage of development, from script development through to cast selection, to help drive a truer representation of the wider population and promote inclusivity.
Both visible and non-visible disability can be included in casting decisions and can span the entire cast – from lead talent to featured and non-featured talent.
Some examples of diversity in disability representation include, but are not limited to:
When working with talent and crew with disability, there are accommodations and adjustments to expect throughout the process. Reasonable adjustments are changes to work, processes, procedures or environments that allow people with disability to do their work safely, productively and at their best.
Productions often provide people without disability adjustments, which can include:
Similarly, adjustments for people with disability can look like:
All required materials such as scripts, pitch documents and casting briefs should be provided in accessible formats including:
How disability is discussed sets the tone for inclusivity. Ensuring all cast and crew use language that is inclusive will provide a positive experience and atmosphere for everyone involved in the production process.
When on set, how communication happens is just as important as when it happens. By providing people with disability the information they need in a timely manner, timelines can be better managed by everyone involved.
Cultivating a culture where inclusivity can thrive begins well before production. Establishing a clear expectation for all cast and crew members to operate within an inclusive mindset and showing respect to everyone on set, helps to foster an environment of inclusivity where everyone can feel welcome. By ensuring an environment where questions are encouraged and concerns can be escalated through clear processes, people will be able to be both comfortable and professional.
These expectations of disability inclusion should be regularly communicated to those working on the production to ensure assumptions, misconceptions and unconscious bias continue to be challenged.
Some people with disability require the help of support workers/assistants to do their work. Once the talent secures the job, their access rider should be requested as soon as possible. From here, it is the job of production to ensure that the individual’s needs are met, not the person with disability. Disability advocates on-set are also highly recommended, so the onus is not on the talent to explain to directors, production companies or agencies how disability should accurately be portrayed.
Accessibility is about appreciating the diverse needs within our society and working to satisfy as many of those needs as possible. With almost 20% of the Australian population having disability,* accessible communication is not only critical to inclusion but also connection. By ensuring that brand communications, websites, social media and other mediums are created with disability in mind, organisations not only enhance their connection with their audiences but also signal their support of a more inclusive Australia.
Examples of how to best communicate with disability and diversity in mind include:
Get Skilled Access (Shift 20 Initiative affiliate) Accessibility and disability engagement advisory
Adobe Inclusive design checkpoints
Amaze Social scripts
Australian Government Style manual: People with disability
RGD Canada Handbook on accessible graphic design
