In today’s world, the media, advertising, and marketing industries have the power to shape perceptions and influence societal norms. However, for people with disabilities (PWDs), these industries often fall short of representing the rich diversity of their experiences – opting instead for narrow stereotypes.
So how can the Australian media, advertising, and marketing industries become more inclusive and representative of PWD? Well, I’ve seen enough articles written about disability where able-bodied ‘experts’ speak on our behalf. Instead, I wanted to speak with the real experts, people living with a disability.
Here are some women, from intersectional backgrounds, with disabilities who have some great things to say. Each of these women is doing incredible work to shape and reshape perceptions about disability in the work they are doing in everything from film production, media and marketing to small business and sales.
Move beyond defining individuals by their disabilities
We need to move beyond defining individuals by their disabilities. “My disability is bittersweet. It has given me an insight into life like no other. But. It has also defined how others see me, if at all! I want to be seen for WHO I am and not to be defined by my disability,” says Charmaine Idris, owner of Diva Headwraps. The industry needs to see PWD for who they truly are, highlighting their passions and achievements that go beyond their disability. Charmaine believes that if the media can start using the correct language and avoiding stereotypical portrayals, we can transform mindsets and promote genuine inclusivity.
Diverse representation needs to include people of all disabilities, races, and LGBTQIA+ backgrounds
True representation sends a powerful message that everyone belongs. Businesses and organisations need to prioritise the needs of PWDs and recognise the value they bring as consumers. Zoe Simmons, says “When we don’t see ourselves represented, it’s like society is telling us that we don’t belong–that public spaces aren’t meant for us. I hope more businesses and organisations consider the value of representation with genuine inclusivity, not just token gestures.” She also adds “The media, advertising and marketing space also needs to become more accessible for the disabled community, with consideration to those who have intellectual disabilities, energy impairments, and mobility difficulties, as well as those who are Deaf and blind. Ask for our access needs. Make sure we feel safe enough to disclose them and make spaces feel safe.”
Move beyond inspirational portrayals of disability
Disability representation reflects the real experiences of individuals with disabilities in everyday situations. Mel Watson, a busy entrepreneur and mum with disabilities, says “We all understand that it’s trickier to show the representation of less visible disability in short forms of media, but the representation of any disability in advertising has got to be done better. It’s an industry filled with creatives that thrive on thinking outside the box, so it’s not a stretch – they can be more inclusive and rather than inspirational, paralympic style ads.” She also adds “I’d love to see the “busy mum” trope. I’m a busy mum, I run a business in the health and wellbeing sector, and I don’t know any parents who stand in a pristine kitchen, looking glowy, suspiciously upbeat and perfectly put together as they make afternoon snacks as their pristine children run through the kitchen in their tidy school uniforms. This isn’t aspirational for me or an incentive to buy.”
Representing invisible disabilities
We’re at the perfect point in time for the advertising and media industry to showcase individuals with disabilities in prominent roles, such as newsreaders and television show hosts. Joe-Anne KekPamenter, a Graphic Designer and Communications Officer, says “I am quite impressed the last few years with the inclusive representation of people with disability and diversity in the media. This has come about from the hard work and perseverance of the many wonderful disability advocates we have in Australia, as well as globally.” She adds “Where I think media can improve is to include more diversity by way of invisible disability. To me, this may include a Deaf, Blind or neurodiverse newsreader or television show host, showing models with hearing aids, cochlear implants and wearing glasses, or accompanied by seeing eye dogs and companion animals. These types of disabilities are prevalent and, on the rise, particularly hearing impairment.”
Diversity within the media, advertising, and marketing industries themselves
By nurturing a diverse workforce behind the scenes, the industry can incorporate varied perspectives and experiences into its creative output. Film producer, Stephanie Dower, a member of the media herself, believes that true change begins within the industry and calls for a genuine representation of people with disabilities, challenging preconceived notions. “What we need more of in the media is a diverse range of people in permanent roles, this is particularly true of people with disabilities. We see diversity sort of flicker in and out but the majority of mainstays on our screens are still predominantly white, cis-gendered, non-disabled individuals. If we could see characters/people on screen living with disability, we can work to dismantle the pre-conceived ideas that people with disability are less than or experience life so differently from those who are non-disabled.”
We need the media and advertisers to be reflective of the communities they operate in – including showing the range of what disability looks like in Australia.
The media holds the key to public perception, and public perception holds the key to opportunities. The media must get on board. Emma Olivier, founder and CEO of Twenty Percent Disability Inclusion Advisory, says “We are 20% of the population and yet we don’t see that 20% represented in media and advertising in a consistent and real way. When we do see disability represented, it’s a person with a disability reporting on Disability focused stories, it’s the Paralympics where we are set up to inspire the rest of Australia, or it’s a story where pity or the word sorry is used. We need to be represented in a way that shows people first, then our disability. Not stories led by our disabilities. Then we will know disability inclusion has truly evolved.”
The journey to achieving fair and accurate disability representation is well underway
The journey towards inclusive media representation is ongoing, but the collective voice of women with disabilities is growing louder and more impactful. Their advocacy, resilience, and unwavering spirit remind us of the urgent need for change. By heeding their call for inclusion, the media, advertising, and marketing industries can become powerful catalysts for societal transformation, paving the way for a future where all individuals, regardless of their abilities, are seen, heard, and valued.