Unstereotype Alliance to drive greater disability representation in media beyond the Paralympics
Stereotypes are one of the biggest barriers to equality worldwide. Unstereotype Alliance Australia, convened by UN Women, will take part in Bus Stop Film’s inaugural Driving Change Disability Employment Summit to drive home the message that progressive disability representation in advertising and media content should go far beyond the Paralympics – it is not just the right thing to do; the business case is compelling.
Hosted at Bondi Pavilion over two days on 18 and 19 November, the Driving Change Disability Employment Summit will include international speakers, industry leaders and advocates exploring, elevating and celebrating the employment of people with disability on both sides of the camera across film, TV and advertising. Over 45 speakers are scheduled across the two days.
Unstereotype Alliance Australia’s strategic priority is to adopt an intersectional approach to progressive portrayal of all people, and address the diverse representation of gender, race, ethnicity, disability and age in Australian media and advertising content. With this intention in mind, the panel conversation will centre around advertisers playing an active role in dismantling stereotypes in the disability space, and how to demonstrate more diverse and inclusive character portrayals instead.
Moderated by disability advocate Lisa Cox and including disabled actors Sara Shams and Rae Pastuszak, as well as Unstereotype Alliance members representing IPG and WPP – Raj Gupta, chief strategy and growth officer, UM Australia, and Sam Turley, innovation lead, Mindshare and Priya Addams Williams, Shift 20 Initiative lead (Dylan Alcott Foundation) – the panel forms part of Unstereotype Alliance Australia’s ‘Conversations for Change,’ a series aimed at inspiring the industry and driving positive change – and one of several projects aiming to bring the strategic priority to life.
Says Tracey Corbin Matchett OAM (pictured), CEO of Bus Stop Films: “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.”
Says Lisa Cox, disability advocate: “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.”
Says Gupta: “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.”
Says Sam Turley, invention lead at Mindshare: “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.”