PSA: The Inclusive Code

A progressive tool, The Inclusive Code, designed to reshape the New Zealand advertising industry has been launched by Special. This tool aims to address the significant gap in inclusive advertising, starting with the disabled community. With 25% of New Zealanders living with a disability, the advertising landscape doesn’t currently reflect this reality. Despite $3.259 billion being spent on advertising in 2023, only 1% of primetime ads include the disabled community. The Inclusive Code aims to change that, challenging marketers to think differently about disability, identifying and overcoming exclusionary practices that are often well-intentioned but problematic. 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."