Major brands join Inclusively Made to drive better disability representation in marketing; Thinkerbell crowned Inclusive Agency of the Year

December 4 2025, 11:37 am | BY Ricki Green | No Comments
Major brands join Inclusively Made to drive better disability representation in marketing; Thinkerbell crowned Inclusive Agency of the Year

Today, Inclusively Made has announced new additions to its group of foundation partners, including some of the country’s largest brands, with the aim to increase authentic representation of people with disability in marketing campaigns to make inclusion business as usual.

 

The newest additions to Inclusively Made’s Foundation Partners include major brands KFC, Mastercard and Stan, as well as media agency Atomic 212 and production agency Entertainment Partners. These brands and agencies join the company of Nine, Woolworths, BIG W, Bupa, Telstra and Thinkerbell in pledging their commitment to creating tangible change towards authentic disability inclusion in marketing and production.

Says Julie Nestor, Executive Vice President, Marketing & Communications, Asia Pacific, Mastercard: “Mastercard is committed to building a more inclusive world, and authentic disability representation is central to that mission. Joining Inclusively Made as a Foundation Partner strengthens Mastercard’s commitment to championing greater acceptance and inclusion. We’re proud to stand alongside leading brands and agencies to continue driving progress and ensure that everyone is seen, valued and represented in the stories we share.”

Inclusively Made also announced the expansion of its program with a newly formed partnership with Media Federation Australia (MFA). The partnership will see MFA’s DE&I Council develop comprehensive support for Australia’s leading media agencies including Clemenger BBDO, WPP Media, Publicis Groupe and Dentsu, supporting further social progress towards disability inclusion. It will reinforce an end-to-end focus on inclusion in advertising, as well as provide a holistic approach to inclusive practices and support industry leadership in spearheading disability inclusion.

Achievements this year from the Inclusively Made community include a milestone of 67 Inclusively Made certified productions, with 93% of productions casting talent with disability in front of camera, and 943 days of employment behind the camera for people with disability in mentee and crew roles. The full economic impact totals over $500K in employment for people with disability.

Says CEO of Inclusively Made, Paul Nunnari: “We are exceptionally proud of the achievements of the Inclusively Made community this year. In a particularly challenging year, to see over half a million dollars of employment pathways created for people with disability in production is exceptional progress for inclusion! And on top of that we are very excited to welcome our newest foundation partners KFC, Mastercard, Stan, Atomic 212 and Entertainment Partners who will help us influence and drive better representations on our screens. 2026 is going to be big!”

Breakthroughs in inclusive production were also celebrated with BIG W being awarded Inclusive Brand of the Year, Thinkerbell crowned Inclusive Agency of the Year and Bupa achieved Most Equitable Campaign of 2025 for their Inclusively Made certified Health Stories campaign, for powerfully showcasing the real health stories of Australian para-athletes.

Major brands join Inclusively Made to drive better disability representation in marketing; Thinkerbell crowned Inclusive Agency of the Year

The release of Inclusively Made’s 2026 Inclusion Imperative Report was also announced at the annual Foundation Partners Roundtable at the Boston Consulting Group in Sydney, with a preview of the report also revealed. Developed in partnership with Bupa and Atomic 212, the first-of-its-kind national report breaks ground in outlining the consumer spending power of the Australian disability community and the economic value of inclusive advertising.

In the report, over half of Australian audiences expressed clearly that authentic representation is a driver of brand trust (56%) and purchase (53%). As well as when brands get representation wrong, it also negatively impacts the trust of the majority of Aussies (51%). The report also opened an opportunity for accessible advertising and content in media, as 80% of respondents said that it’s important that content in media is accessible.

General Manager of Marketing for Bupa Health Insurance, Naomi Driver, said: “Our hope is the Inclusive Imperative Report will drive meaningful conversations and create real change for better inclusivity on our screens. As marketers and creatives, we have an important role to play in driving better representation of those with disability and we hope this helps all brands lead with inclusive production.”

To join this inclusive movement, please contact Inclusively Made at hello@inclusivelymade.com.

See the full 2025 Inclusion Impact Report here: www.inclusivelymade.com/impact

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