The Shift 20 Initiative, PHD and Special have launched a new program, 80 for 20, on International Day of People with Disability (IDPWD). It aims to accelerate disability representation in advertising by unlocking added value media space for any brand across Australia, regardless of agency.

The partnership unites Australia’s largest and most influential media owners, creating a new, large-scale brand incentive.

80 for 20 will amplify brands who cast disability, including those from Shift 20’s world-first open-source TikTok casting platform, Shift 20 Casting Call. Each media owner will commit up to 20% added value media to every advertiser with a paid campaign, for including people with disability in their creative. 80% of each media placement will support each brand’s creative, while 20% will be used to highlight the brand’s involvement in shifting perceptions around disability through Shift 20.

With support including Amazon, ARN, Foxtel, JCDecaux, News, Nova, oOh!, Paramount, QMS, SBS, SCA, SEN, Seven, TikTok, Val Morgan Cinema and VMO a significant amplification fund has been established for brands to draw down from in exchange for their commitment to disability representation in the advertising industry. This includes featuring talent with disability within their ads, which research shows is a proven driver of growth – with campaigns achieving 18% higher engagement and 65% higher return on investment. The program will be running for 12 months, highlighting the fact that inclusion of people with disability should be a year-round standard.

The incentive gives brands access to additional outdoor, radio, social, screens, print and digital media placements, and is a move that creates a powerful commercial incentive for brands to accelerate disability representation. The data shows that casting inclusively can lead to 33% higher strong consideration and Shift 20’s research with The Research Agency, found that 48% of Australians are more likely to purchase from brands that include people with disability in their advertising.

Simon Lawson, managing director at PHD, stated,“This partnership proves what’s possible when the industry comes together to support genuine, positive change and I want to acknowledge and thank all the media owners who’ve so generously committed their support. This is a great example of media owners and agencies working together to create a positive impact on society. Inclusive ads don’t just feel better though, they perform better, driving over a 16% uplift in long-term sales according to Oxford University.”

Dylan Alcott, AO, added, “This is bigger than one campaign or one brand. This is about responding to a clear demand from the Australian public, with research showing that 2/3 of consumers feel more positively about a brand that includes people with disability. This incentive is not just about giving people with disability the opportunities they deserve on screen, but also about all of us as an industry working together to make a lasting impact and closing the gap between what we see on screen and everyday Australians with disability. To see so many different parts of the media landscape coming together for this is bloody incredible.”

Peter Cvetkovski and Adam Ferrie, creative directors at Special, commented, “We’re seeing ads that are inclusive of disability generate huge positive engagement. 80 for 20 isn’t just about offering free media, it’s about amplifying creativity that genuinely cuts through for those who should be able to see themselves represented in everyday advertising – but we know also builds brand affinity, and starts conversations.”

Credits:
Client: Dylan Alcott Foundation
Founder: Dylan Alcott AO
General Managers: Georgie Saggers & Charlie Rothery
Shift 20 Initiative Lead: Priya Addams Williams
SHIFT 20 Partners: Anytime Fitness, ANZ, McDonald’s, nib, Uber, THE ICONIC, Amazon, TikTok, Tourism Australia, Tennis Australia, Kayo

Creative & PR Agency: Special Australia
Partner & CEO: Lindsey Evans 
Partners & CCOs: Julian Schreiber & Tom Martin
Partner & CSO: Bec Stambanis
Executive Creative Director: Ryan Fitzgerald
Creative Directors & Creatives: Adam Ferrie & Peter Cvetkovski
Team Lead: James Llewelyn-Davies 
Senior Strategist: Heather Morrison
Senior Business Manager: Stephanie Cheung
Managing Director PR: Alex Bryant
Creative Strategy Director – Earned: Kate Wilkinson 
PR Account Manager: Helena Hampshire
Head of National Production: Tash Johnson
Head of Film & Content Production (Melb): Sophie Simmons
Head of Stills Production: Nick Lilley
Senior Producer: Katherine Muir Production Manager: Ada Tuna
Design Director: Dan Jones
Creative Services Manager: Leigh Cuda

Film & Stills Production: Jay Hynes Photography
Director, DoP & Photographer: Jay Hynes
Assistant: Madison Daffy
Consultants: Get Skilled Access

Media Agency: PHD Australia
Research & Insights: The Research Agency, Melbourne