Shift 20 Initiative launches new ‘80 for 20’ campaign and initiative via PHD and Special
The Shift 20 Initiative has launched 80 for 20, a new program designed to accelerate disability representation in Australian advertising. Developed in partnership with PHD and Special, the initiative sees participating media owners commit up to 20% added-value media to any paid campaign that features people with disability in its creative.
Under the model, 80% of each placement supports the brand’s primary campaign, while the remaining 20% showcases the brand’s involvement in Shift 20 and its commitment to improving representation. Major partners include Amazon, ARN, Foxtel, JCDecaux, News, Nova, oOh!, Paramount, QMS, SBS, SCA, SEN, Seven, TikTok, Val Morgan Cinema and VMO.
The program is backed by research showing the commercial impact of inclusive casting, including higher consideration and stronger purchase intent among Australian consumers. Shift 20 was founded by the Dylan Alcott Foundation in 2023 and continues to work with brand partners such as Uber, THE ICONIC and Anytime Fitness through its Shift 20 Casting Call platform.
Client: Dylan Alcott Foundation
Shift 20 Casting Call
Talent – Jack O’Connell
Talent – Celine Ramos
Talent – Riley Prowd
Creative / PR: Special Australia
Films & Stills: Jay Hynes Photography
Media Agency: PHD Australia
Research & Insights: The Research Agency, Melbourne
Consultants:
Get Skilled Access
Co-CEOs – Zack Alcott & Nicole Vongdara
Disability Consultants: Bridie McKim & Joel Emmett
Access Coordinator – Amy Marks
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