Amplifying brands who cast
inclusive of disability.

Step One -Notify Shift 20 of your intent to join the ’80 for 20’ program through submitting an Expression of Interest  –  Please make your media agency aware at the same time.

Step Two – Shift 20 reviews each EOI form to ensure it meets the eligibility requirements of the program.  

Step Three – If your initial EOI meets the eligibility requirements of the program, Shift 20 will send a full, detailed application form to be completed by you and your media agency. Your application will then be assessed by Shift 20 in accordance with the program’s terms & conditions (see below).

Step Four – If your application is successful, we will present you with a proposal for your campaign’s inclusion in the program. Our proposal will confirm the ‘added value media’ that we are able to allocate to your campaign via any partnering media vendors your brand/campaign is currently spending with.

Step Five – To qualify, your campaign must submit your casting brief via Shift 20 Casting Call. Talent can ultimately be cast through Casting Call or by other means. See our full terms & conditions below to understand what this means. 

Step Six – Final campaign assets must be shared with Shift 20 for review and approval. Once reviewed and confirmed that they’ve met all relevant criteria, assets must be placed into Shift 20 ’80 for 20′ templates before being dispatched to access added value placements. See our full terms & conditions below.

Step Seven – Assets appear in added value media as part of your broader campaign, promoting your role in increasing representation of people with disability in advertising, media and changing perceptions in society in general. 

Step Eight – The impact of your participation will be captured, reported via your media partner.

The ‘80 for 20 Program’ (the “Program”) is a disability inclusivity program organised by Dylan Alcott Foundation Limited via its Shift 20 Initiative (“Shift 20”, “we”, “us”).

The Program is a ‘first come, first served’ program designed to encourage participating brands (each a “Participant”, “you”, “your”) to cast persons with disability (“PWD”) in their advertising campaigns (each a “Campaign”). 

The Program will run between 4 December 2025 and 3 December 2026 (the “Program Period”).

Your participation in the Program will be subject at all times to:

• Program availability, noting again that this is a ‘first come, first served’ program; and
• your submission of a successful application whilst the Program is still active (an “Application”).  

Information about Applications and eligibility is available at shift20.org/80for20. Applications will be assessed by Shift 20 at our sole discretion. For the avoidance of doubt, Shift 20 retains full and final discretion over all Applications and may reject your Application for any of the following reasons:

• There is no more Program availability;
• We form the view that you do not meet eligibility requirements; or
• For any other reason as we see fit.

If your Application for the Program is successful, Shift 20 will contact you with a proposal for your participation in the Program (“Proposal”). Our Proposal will set out the proposed commercial terms of your participation in the Program. Upon acceptance of our Proposal, you agree to comply with these terms and conditions (these “Terms”).

Participating Media Owners

The Program is made possible with the contributions of the following media organisations:

• Amazon
• ARN
• Foxtel
• JCDecaux
• News
• Nova
• oOh!
• Paramount
• QMS
• SBS
• SCA
• SEN
• Seven
• TikTok
• VMO

(each a “Media Owner”)

In order to participate in the Program, a Participant must have a Campaign that is running during the Program Period on eligible media channels owned by one or more of the above Media Owners (as specified in your Application and to be confirmed in our Proposal).

Added-Value Media Spend

Participants will have an opportunity to access added-value media spend on top of their base media spend with Media Owner(s), valued at a maximum of 20% of a Participant’s base spend behind the Approved Asset (defined below) with the relevant Media Owner(s) (the “Added-Value Media Spend”)*. 

* Each Media Owner has their own maximum allocation of Added-Value Media Spend for the Program (“Maximum Allocation”), calculated at market rates as determined by each Media Owner at their sole discretion. The total Added-Value Media Spend (i.e. the combined Maximum Allocation across all Media Owners) for the Program is currently capped at $10,000,000, calculated at market rates.

The Added-Value Media Spend for each Participant (and thus your share of a Media Owner’s Maximum Allocation) is subject to availability will be confirmed in our Proposal to you.

Your Added-Value Media Spend:

• may only be applied to the media spend behind the Final Assets (as defined below) used in your Campaign;
• must be used for the Program in accordance with these Terms; and
• can only be utilised during the Program Period.

In order to access the Added-Value Media Spend, you must have informed the relevant Media Owner(s) at the briefing stage of your Campaign and prior to submitting your Application with us.

Casting PWD in a Meaningful Role and Approved Creative

As a condition of receiving the Added-Value Media Spend, you must cast a PWD as talent in your Campaign in a Meaningful Role.

For the purposes of these Terms, “Meaningful Role” means that a PWD is visible in the advertising asset (rather than a background extra with a fleeting presence), and whose character is a positive and progressive portrayal of disability representation. Portrayals that play into negative or outdated stereotypes (including but not limited to; disability as part of a joke, inspiration porn or cautionary tales) will not be eligible to participate in the Program. 

The inclusion of a PWD in your Campaign must be consistent with the creative proposal detailed in your Application as approved by Shift 20 (the “Approved Creative”).

You must submit the casting brief via Shift 20 Casting Call (https://www.shift20castingcall.com/), however a PWD who is ultimately engaged in a Meaningful Role may be hired through other means.

Final Assets and approvals

You (or your creative media agency) will produce and submit final Campaign assets based on the Approved Creative (“Final Assets”) to Shift 20 for approval prior to publication. Final Assets must feature alongside Shift 20’s ‘80 for 20 Program’ boilerplate assets and specifications as provided to Participants by Shift 20.

Shift 20 will approve a Final Asset if it:

• includes a PWD in a Meaningful Role;
• is consistent with the Approved Creative; 
• includes the ‘80 for 20 Program’ boilerplate assets and specifications as provided by Shift 20; and
• complies with these Terms.

If a Final Asset does meet the above criteria, then Shift 20 may withhold approval and you will not receive the Added-Value Media Spend and you may not associate your Campaign with the Program. If your Final Asset is not approved by us in the first instance, we will give you specific feedback and you may amend and re-submit a Final Asset for approval.

Media Owner Terms

Each Participant acknowledges and agrees that:

• all placements and flighting decisions remain at the discretion of the relevant Media Owner(s), as applicable; 

• existing arrangements and agreements between you and the relevant Media Owner(s) will continue to apply to your Campaign; and
• you must comply with any additional terms and conditions relating to the Program that may be required by each Media Owner as notified to you by a Media Owner or by Shift 20 as part of our Proposal.

Privacy and personal information

In regards to personal information and health information obtained while participating in the Program, each Participant agrees that:

• they will collect, hold, use, manage, disclose and transfer such information only for the purposes directly connected with the Program; and

• they will treat such information in accordance with all applicable laws, including, but not limited to, the Privacy Act 1988 (Cth) and the Australian Privacy Principles.

Shift 20 will collect, handle and store personal information in accordance with the Dylan Alcott Foundation Privacy Policy available to read at: https://www.dylanalcottfoundation.com.au/privacy-terms.

Other Terms

Participants agree that:

• You may only use the Added-Value Media Spend for the purposes stated in these Terms.

• You must meet and respond to all reasonable requests from Shift 20 or the relevant Media Owners(s) in reporting and evaluation activities for the Program.

• You, your Campaign and the Approved Creative must comply with all relevant laws, regulations and advertising industry codes and standards.  

• If you or your Campaign is found to be in breach of any of these Terms, you may be required to repay any amounts of Added-Value Media Spend received whilst in breach.

• To the maximum extent permitted by law, Shift 20 is not liable for any loss or damage arising from your participation in the Program.

• We may update these Terms from time to time. Changes will be effective once posted on this website.

• These Terms are governed by, and shall be construed in accordance with, the laws of the State of Victoria, Australia. You agree that the courts of the State of Victoria, Australia have exclusive jurisdiction with respect to any matter arising from these Terms.

What does meaningful inclusion mean?

How much added value will I get?

The added value media is up to 20% of your spend with each participating media owner – but only the spend that sits behind qualifying creative assets. The specifics of how much added value you can access will be detailed in the proposal Shift 20 sends back to your brand after you have submitted your application, which needs to include an indication of spend for each media owner you’d like to leverage. Please note that final added value media offers are subject to availability, as detailed in the T&Cs.

What are the 80 for 20 templates?

The 80 for 20 templates (or boilerplates) are used as part of every brand’s bonus creative, to highlight and celebrate their commitment to disability representation. A master file will be provided by Shift 20 for your creative agency to apply to your campaign creative, adapt based on required specifications, and dispatch as per your usual processes.

Can I apply if I’m not a Shift20 partner?

Absolutely – applications are open to all advertisers on a “first come, first served” basis, however there is limited availability and applications will be assessed at the discretion of Shift 20.

How long will this run for?

The 80 for 20 Program runs from 3 December 2025 – 2 December 2026, or as long as the added value media spend is available for each vendor. Please note that in order to qualify for the program, you need to inform your media agency of your intention to be involved at the briefing stage of your campaign.