Ad Standards gives its first ‘Kinder Conditions’ award to

An ad for which demonstrates its ability to filter for hotel rooms that have wheelchair access has won the first ‘Kinder Conditions’ award, as decided by the Ad Standards Community Panel.

The award was spurred by Ad Standards’ own advertising campaign which challenged the industry to move away from using stereotypes and increase representations of people from diverse backgrounds.

The ad sees a man cheering as he speeds down a hill, and then turns a corner to reveal his wheelchair.

The competition invites the community and advertisers to nominate socially progressive marketing communications.

The other finalists for round one included:

  • Suncorp’s ‘Team Girls’, which took a stance on keeping young girls involved in sport

  • Cadbury’s ‘Mum’s Birthday’, which shows a child of a single parent purchasing her mother a gift with buttons and a plastic ring

  • Westpac’s ‘Family Separation‘, telling the story of a young boy experiencing his parents’ divorce

  • Libra’s ‘Blood Normal‘, which campaigns to normalise menstruation

  • The Outdoor Media Association’s ‘Look Up‘, which encourages people to engage in the world around them by looking up from their screens

Ad Standards CEO Fiona Jolly noted the high standards of all of the ads nominated when she congratulated

“Recognising great ads with social value has also been a first for Ad Standards. The cross-section of ads nominated clearly shows the value of diversity and social inclusion to consumers and the brand power of advertising that goes beyond the already high standards in the advertising codes to influence social change,” Jolly said.

“The codes work to achieve greater good for everyone, providing protection through standards that reflect society’s values across wide-ranging social issues.”

Nominations for round two are now open.


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