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.

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