Shift 20 Initiative

Towards a more inclusive future for all. Nearly 20% of Australians have a visible or non-visible disability*, yet only 1% of ads include them**. Shift 20 Initiative is a coalition of the nation’s top brands working towards increased representation, inclusion and accessibility in marketing and communications. We believe that together, our industry can help shift the perception of what disability is and what it can be – creating a more inclusive Australia, for everyone. *Australian Bureau of Statistics (2019) Survey of Disability, Ageing and Carers, Australia. ** Kantar (2021). The power of inclusive portrayal in advertising.