Casting for change: How on-screen representation impacts social progress
Stephanie Pringle and Alison Fowler, founders of Chicken and Chips Casting, share why Australia needs to embrace ‘Conscious Casting’, to open doors for underrepresented talent and have stories on screen truly reflect society.
Casting is not just a routine process. It’s a powerful strategy that shapes brand storytelling, how characters are brought to life, and how connections are forged with audiences.
It can be the element that differentiates a production from its competitors, particularly in a world where viewers are inundated with content 24/7 from streaming platforms, social media, and mobile devices. But how can we ensure we hit our marks when it comes to casting in the right way? Enter, ‘conscious casting’.
What is conscious casting? Well, it’s an approach to talent selection that transcends tokenism. Right now, in Australia, we find ourselves at a crossroad when it comes to diversity and inclusion.
What began as a genuine effort to foster representation has, in many cases, devolved into a box-ticking exercise. While some could argue that we’ve reached the apex, giving underrepresented groups their time in the spotlight, the execution currently falls short, leaving us with a superficial approach that fails to reflect the broad depths of our society.
Conscious casting aims to shake up this trend, focusing on authenticity and genuine representation, rather simply meeting quotas.
Conscious casting recognises the power of an actor’s unique identity to breathe life into a story. This approach delves deep into understanding the multifaceted nature of actors’ identities and how these can enrich narratives.
The best bit? When actors genuinely resonate with their roles, it can result in an unparalleled level of authenticity.
A prime example of this is our work on Bumble’s ‘Girls Will Be Girls’ campaign, where we were tasked with finding a mix of real couples and friend groups that authentically connected with the dating scene from various perspectives. The result was a vibrant ensemble of actors who each brought their distinct viewpoints to a campaign that felt genuinely relatable and true to life.
This authenticity is what today’s consumers crave – they can spot disingenuous representation from a mile away. They are savvier than ever and are demanding genuine, nuanced representation that reflects the true complexity of our society.
Research shows that when brands weave their messaging into meaningful narratives with well-developed characters, they leave a lasting impression on consumers.
The result? Significantly swaying their purchasing choices. By crafting stories that authentically mirror the audience’s real-life experiences, brands can forge powerful emotional connections. This genuine approach fosters trust and likability, giving brands a distinct edge over competitors in the minds and hearts of consumers.
Ultimately, it’s this emotional resonance and authenticity that can transform casual viewers into loyal customers, making conscious casting and storytelling not just a creative choice, but a strategic business imperative.
As casting directors, too often we receive briefs that have already been approved by clients without meaningful consultation on how to genuinely represent diverse voices. This underscores the necessity of integrating casting expertise earlier in the project lifecycle.
By engaging in substantive dialogues with clients from the outset, we can ensure that casting choices not only align with the story’s intent but also genuinely resonate with real Australians. This proactive approach involves actively seeking out diverse talent, challenging conventional role descriptions, and nurturing an environment that fosters creativity.
Conscious casting shouldn’t be an afterthought; it should be an unspoken standard, seamlessly woven into the fabric of every project we undertake. By doing so, we can craft more nuanced, relatable narratives that truly speak to the intended audience, elevating the overall quality and impact of the storytelling.
Imagine a world where every story on screen truly reflects society – where casting isn’t just about filling roles but shaping narratives that inspire, educate, and challenge perspectives.
Conscious casting opens doors to underrepresented talent, unearthing fresh faces that bring authenticity and depth to every role. By redefining how we discover talent, we not only enrich storytelling but also strengthen the emotional connection between brands and audiences.
The future of casting lies in thoughtful, intentional choices that go beyond traditional channels, bringing the art back into the process and elevating the role of casting directors as key creative collaborators.
Stephanie Pringle and Alison Fowler are the founders of Chicken and Chips Casting
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Have we gone to far though?
It almost feels like virtue signaling or tick box representation, when I see someone of colour in a Kmart ad, for example.
No new news.
All rather elementary I’d have thought.
The word ‘authentic’ is so overused that it has lost all meaning
Please,no more jargon.