AUCKLAND, Today: Special has launched The Inclusive Code, a tool to improve inclusivity in New Zealand’s advertising, starting with better representation of the disabled community.
Despite 25% of New Zealanders living with disabilities, only 1% of primetime ads include this group, even with $3.259 billion spent on advertising in 2023.
The Inclusive Code encourages marketers to rethink disability representation and address exclusionary practices, aiming for real change.
Tony Bradbourne, CEO and Creative Chairman at Special says: “Great advertising can shape culture and perceptions. But many campaigns still miss a huge opportunity when it comes to disability representation, to help change those perceptions. There is a lot of potential for increased inclusivity in ad campaigns and hopefully The Inclusive Code will aid momentum in this area.”
The tool was developed over two years with eight experts with lived disability experience, including Grace Stratton, CEO of All is for All, and Fonoti Pati Umaga QSM, Co-Chair of Mana Pasefika Disabled Peoples Organisation.
Stratton commented: “The representations of disability are becoming more common in advertising, but harmful stereotypes remain, and more support from practitioners is needed.”
“Great advertising can shape culture and perceptions. But many campaigns still miss a huge opportunity when it comes to disability representation, to help change those perceptions.” – Tony Bradbourne
She added, “By co-creating The Inclusive Code, we’re helping businesses break down barriers to inclusion and connect with underserved communities.”
Fonoti Pati Umaga QSM shared, “Bringing the voice of disabled people to co-design The Inclusive Code acknowledges the trust and commitment required.”
Bethany Omeri, Head of Strategy at Special, highlighted the benefits: “Inclusivity isn’t just the right thing to do—it can magnify effectiveness. The spending power of underserved communities is significant.”
The tool guides marketers through inclusivity challenges, starting with “Disability,” and plans to expand to include Tāngata Whenua, Pacific Peoples, and LGBTQIA+ communities.
Rory Gallery, Chief Strategy Officer said, “Special is committed to a better industry. We hope this tool will support others to navigate that change.”
Developed with All is for All and digital support from New Territory, The Inclusive Code helps create more inclusive advertising.
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