Thinkerbell has been named Inclusive Agency of the Year by Inclusively Made, with BIG W winning Inclusive Brand of the Year and Bupa awarded Most Equitable Campaign of 2025 for its Inclusively Made certified Health Stories campaign, that highlighted the real health stories of Australian para-athletes.

Inclusively Made has also 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.

It has expanded 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.

CEO of Inclusively Made, Paul Nunnari, stated, “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.”

Inclusively Made’s 2026 Inclusion Imperative Report has been released, 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 negatively impacts the trust of the majority of Aussies (51%) and 80% of respondents said that it’s important that content in media is accessible. 

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