Unstereotype Alliance Australia, convened by UN Women, is set to participate in the inaugural Driving Change Disability Employment Summit in November, with the aim of promoting progressive disability representation in advertising and media content beyond the Paralympics.

Members of the Alliance include: Publicis Groupe, Diageo, Google, IKEA, Mastercard, Meta, American Express, Singtel Optus, Bayer, Omnicom, Ipsos, Salesforce, Seven West Media, Suncorp Group, Accenture and WPP. Champions: Coles, IPG, Mars Wrigley, Unilever, Westpac Group. Allies: Australian Association of National Advertisers (AANA), Bus Stop Films, Movember, Stockland and Woolworths.

The Alliance’s strategic priority is to adopt an intersectional approach to the portrayal of all people, addressing diverse representation of gender, race, ethnicity, disability, and age in Australian media and advertising content.

The panel discussion at the summit will focus on advertisers’ role in dismantling stereotypes in the disability space and promoting more diverse and inclusive character portrayals, and will be moderated by disability advocate Lisa Cox. Pannelists will include disabled actors Sara Shams and Rae Pastuszak, along with Unstereotype Alliance members representing IPG and WPP. The panel is part of Unstereotype Alliance Australia’s ‘Conversations for Change,’ a series aimed at inspiring the industry and driving positive change.

CEO of Bus Stop Films, Tracey Corbin Matchett OAM, said: “When brands and their agencies are brave and make even small changes they can drive huge societal impact. Stereotypes remain one of the most significant barriers to global equality. This panel will focus on advancing disability representation beyond the Paralympics, highlighting how advertisers can actively dismantle stereotypes, foster authentic representation, and steer clear of tokenism which is sadly pervasive in disability representation. The Summit is a two-day immersive experience of best practice.”

Disability Advocate, Lisa Cox, said: “The power and influence of industries like film and advertising cannot be underestimated. Especially when it comes to shaping public perceptions which impact social outcomes for people with a disability. I’m thrilled to be speaking at this event alongside other industry professionals who share the vision to improve the representation of people with a disability, the world’s largest minority, on both sides of the camera. Impact is always greater when we work together and I’m excited to explore practical solutions that can be implemented to produce positive results for both the disability community and business.”

Chief Strategy and Growth Officer at UM Australia, Raj Gupta, said: “Recent research by Unstereotype Alliance conducted by Oxford University’s Said Business School shows that there is a strong business case for creating diverse and inclusive content. The research shows that inclusive advertising improves both short and long-term brand equity and sales. Building inclusive content into a marketers commercial strategies futureproofs growth for their brands and business. Really, based on the empirical evidence it’s a no-brainer however you look at it.”

Invention Lead at Mindshare, Sam Turley, said: “To eliminate stereotypes in advertising and media content, it’s crucial that brands authentically reflect the diversity of the audiences they seek to reach across every touchpoint. We hope these discussions inspire agencies and marketers to adopt a more inclusive approach, from the initial brief right through to the media investment.”