Why is Inclusion Becoming
Business as Usual?
The production industry has a representation problem.
Recent findings from Valuable 500's 2024 Nothing About Us Without Us report paint a stark picture:
84%
of people with disability do not feel frequently and appropriately represented in advertising
3 out of 4
believe that authentic storytelling and representation should be a top priority for corporations
$13 Trillion
is the annual spending power of the global disability community
Case Study: Bupa's Paralympic Campaign
When Bupa, as the official healthcare partner of Australia's Paralympic Team, set out to create their latest campaign, they knew inclusion couldn't be an afterthought—it needed to be the foundation.
The Vision
Bupa wanted to showcase their commitment to accessible healthcare that extends "beyond the games." Rather than focusing solely on athletic achievements, the campaign aimed to highlight the everyday lives of Paralympians and connect this to Bupa's broader mission of inclusive healthcare.
The Process
Working with creative agency Thinkerbell and Inclusively Made, the team embedded inclusion from day one:
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Early Integration: Inclusion planning began at the project's inception, not as a later addition
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Expert Collaboration: Partnered with disability consultants throughout strategy and creative development
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Authentic Representation: Featured Paralympic athletes Shae Graham, Ben Popham OAM, and Curtis McGrath OAM
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Comprehensive Approach: Achieved Inclusively Made's 100-point accreditation by implementing inclusive practices across:
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Pre-production planning
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Script development
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Production partner selection
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Crew composition
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Production processes
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Post-production considerations
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The Impact
This campaign represents more than just advertising—it's a blueprint for how inclusion can be seamlessly integrated into major productions. The project demonstrated that when inclusion is prioritized from the start:
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Production quality remains exceptional
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Timelines stay on track
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Authenticity shines through
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The message resonates more deeply with all audiences
Key Learnings
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Early planning makes inclusion seamless
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Expert partnerships provide crucial guidance
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Small changes throughout the process add up to significant impact
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Inclusive production enhances rather than hinders creativity
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Authentic representation strengthens brand messaging
Looking Forward
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Early planning makes inclusion seamless
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Expert partnerships provide crucial guidance
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Small changes throughout the process add up to significant impact
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Inclusive production enhances rather than hinders creativity
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Authentic representation strengthens brand messaging
Looking Forward
This case study demonstrates that inclusive production isn't just possible—it's practical and powerful. By making inclusion a priority from day one, brands can create work that truly speaks to all Australians while setting new industry standards for authentic representation.