The Shift 20 Initiative
Despite 20% of Australians having some form of disability,
less than 1% are seen in our advertising.
So, during the prime time Sunday Project, 10 of Australia’s most well known brands came together to create the “Unignorable Adbreak” - reshooting their latest TV commercials to replace a key scene to include a person with disability. Each commercial then ran back-to-back filling an entire ad break.
D&AD
Wood Pencil – Impact
Spikes Asia
Grand Prix
Gold x 2
Silver
Shortlist x 4
One Show
Silver
Merit x 2
Shortlist x 4
Best Ads
Gold — Outdoor
Outdoor Media Association
Gold — OOH for Good
A moment designed to make Australia take notice of the lack of disability representation in our advertising and launch an initiative designed to combat it, the Shift 20 Initiative. A collective and resource to educate and remove any barrier for a brand to create inclusive advertising.
Within 2 weeks over 200+ brands applied to join, reaching over 96% of the Australian population which resulted in a 76% uplift in the recall of disability inclusion.
The visual identity was designed with accessibility front of mind. Contrast between colours, shapes and typefaces were tested with Vision Australia to ensure our vision was communicated across all executions. We used a shifted logo and arrow motif to bring our aim of progress to life.
To increase accessability in Australian advertising we created the nations first braille printed out of home pioneering a new production process with JCDecaux that allows braille translations to be applied to any OOH placement without altering creative. This printing process is now avalible to every brand in Australia to use.
