Creative agencies join Dylan Alcott Foundation’s Shift 20 Initiative in support of disability representation in advertising and marketing

The Dylan Alcott Foundation’s Shift 20 Initiative has expanded its focus to include agencies with 14 Australian creative agencies committing to improving disability representation in advertising.

Launched in 2023 via Special Australia, the Shift 20 Initiative aims to address the disparity between the 1% of on-screen representation and the 20% of Australians living with disability. Initially targeting brand marketers, the initiative has achieved success, including a rise in overall recall of disability representation in advertising.

Now targeting agencies, the initiative welcomes partners such as Akcelo, Apparent, BMF, Bread Agency, Cummins&Partners, DDB, Dentsu, Droga5 ANZ (part of Accenture Song), Ogilvy, TBWA, 303 MullenLowe, Today the Brave, Paper Moose and 72andSunny. These agencies will incorporate inclusivity in concept development, casting, production and digital accessibility, supported by educational resources and the Shift 20 team.

To join the Shift 20 Initiative, agencies or brands can contact Priya Addams Williams at Priya@dylanalcottfoundation.com.au.

For more information on Shift 20, click here: shift20.org

For more information on the Dylan Alcott Foundation, click here: www.dylanalcottfoundation.com.au