“Inclusive Content Should be met with Inclusive Media Investment for Maximum Impact”: Unstereotype Alliance launches Inclusive Media Playbook

The best made inclusive content can be negated by media campaigns that don’t reach all corners of our communities. On Tuesday 22 October in Sydney, Unstereotype Alliance Australia, convened by UN Women, launched the Inclusive Media Playbook to help marketers achieve a 360-degree approach to inclusivity.

Following an industry-first study led by Unstereotype Alliance and Saïd Business School, University of Oxford, proving unequivocally that Inclusion = Income, the new playbook aims to empower Unstereotype Alliance Australia members to ensure their media buys reach diverse audiences, support diverse creators and publishers, and avoid unintentionally excluding people. Because not only is this the right thing to do,  but the business case is compelling.

The guidance can be embedded throughout the communication development process, from brief to planning, informing content creation, media buying and supplier diversity programs. It also works in tandem with other Unstereotype Alliance proprietary tools such as the 3Ps Toolkit – guidance which informs progressive content creation.

To launch the playbook, Unstereotype Alliance Australia members came together at Mindshare HQ for a panel-led discussion followed by networking to continue the conversation amongst peers. Hosted by Lorna Ash, Head of Homecare, Unilever ANZ, the event was attended by over 30 industry movers and shakers. Discussion focused on ‘3Bs’ –  Brief, do not Block, Buy – and covered case studies and best practice from industry.

The panel was facilitated by Kirsten Hasler, Head of Marketing, IKEA ANZ, and included panellists Josh Faulks, CEO, AANA; Anna Dancey, National Sales Manager, NITV; Jack Graham, National Head of Planning, Essence Medicom AU; Sam Turley, Invention Lead, Mindshare ANZ; and Michelle Gazolla, Portfolio Director, Mars Wrigley ANZ.

Lorna Ash, Head of Homecare, Unilever ANZ says: “For brands to connect authentically with diverse audiences, inclusive content must be supported by inclusive media investments. When message and medium align, we create meaningful impact that resonates across all communities. We hope this market-specific guide helps drive awareness and actions to enable more inclusive and less stereotyped campaigns.”

Kirsten Hasler, Head of Marketing, IKEA ANZ, adds: “Brands have a responsibility to not only reach diverse audiences but also to uplift and grow the platforms that represent them. Investing in underrepresented media partners isn’t just good practice, it’s a strategic imperative that strengthens both brand equity and the media ecosystem as a whole.”

Michelle Gazzola, Portfolio Director, Mars Wrigley ANZ, continues:  “True inclusivity requires a 360-degree approach, starting from the brief. By working closely with our agency villages, we can ensure every step—creative development, media planning, channel selection, and performance measurement—aligns with our commitment to diversity. “

Sam Turley, Invention Lead, Mindshare ANZ, concludes: “Traditional brand safety measures can come at the expense of underrepresented voices by unintentionally overlooking media environments that provide a safe space for critical conversations, inclusion and belonging. It’s time to rethink our focus on brand safety to also consider human safety, ensuring brands invest in spaces that matter to their audiences.”

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