Unstereotype Alliance calls for disability representation in advertising beyond the Paralympics
Unstereotype Alliance Australia is attending the inaugural Driving Change Disability Employment Summit to advocate for disability representation in advertising beyond the Paralympics.
Hosted by Bus Stop Film at Bondi Pavilion on 18 and 19 November, the summit will showcase industry leaders and aims to celebrate and advocate for the employment of people with disability on both sides of the camera across film, TV and advertising.
A panel conversation will centre around advertisers playing an active role in dismantling stereotypes in the disability space and demonstrating more diverse and inclusive character portrayals.
Moderated by disability advocate Lisa Cox, it will include disabled actors Sara Shams and Rae Pastuszak as well as Unstereotype Alliance members UM Australia chief strategy and growth officer Raj Gupta, Mindshare innovation lead Sam Turley, and Dylan Alcott Foundation initiative lead Priya Addams Williams.
The panel forms part of Unstereotype Alliance Australia’s Conversations for Change, a series aimed at inspiring the industry and driving positive change.
Bus Stop Films CEO Tracey Corbin Matchett OAM said 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.”
Tracey Corbin Matchett OAM
Cox added: “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.”
Panelist Gupta highlighted Unstereotype Alliance research conducted by Oxford University, which uncovers 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,” Gupta said.
“Building inclusive content into a marketer’s commercial strategies futureproofs growth for their brands and business. Based on the empirical evidence, it’s a no-brainer however you look at it.”
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