Shift 20 Initiative
Award: Wood Pencil
Wood Pencil / Impact / Collaboration / 2024
Almost 20% of Australians have some form of disability, yet only 1% are represented in advertising. To help increase representation and inclusion of people with disability, we created The Shift 20 Initiative - a collective movement centralised around an open source utility with tools and resources to help brands be more inclusive across all forms of media. At launch, we united 13 of Australia’s biggest brands in a world-first coordinated effort - reshooting key scenes in their most iconic ads, replacing existing talent with people with disability to show how true representation should look.
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