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To advance the Shift 20 Initiative’s mission for disability inclusion, we launched 80 for 20, an innovative program amplifying brand campaigns with a share of over $10million in added media value when they cast people with disability in their campaign - creating a revolutionary B2B2C campaign repurposing "contra media" for social impact.

The incentive gives brands access to additional outdoor, (as well as radio, social, screens, print and digital media placements), and is a move that creates a powerful commercial incentive for brands to accelerate disability representation.

Participating brands receive an additional 20% media value on top of their campaign spend: 80% of this bonus space showcases the brand's inclusive creative, while 20% highlights their commitment to shifting disability perceptions via Shift 20.

Launched on International Day of People with Disability and driven through Australia’s largest media owners, 80 for 20 is seeing significant advertising space diverted to brands featuring talent with disability, making this one of the country’s most sizeable commitments to inclusive representation.

By uniting the marketing, media and advertising industries, we’ve created a powerful program that rewards representation, ensuring disability inclusion becomes a permanent fixture in Australia’s cultural and commercial landscape.