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August 24, 2023

Curating Diversity and Inclusivity in Marketing Campaigns

In the realm of marketing, representation is more than just a buzzword; it’s a responsibility. When launching any campaign, it’s important to depict a diverse spectrum of people. Visual imageries in marketing do more than merely showcase a product or service. They play a pivotal role in moulding society’s perceptions, attitudes, and beliefs. 

By presenting an inclusive community, brands not only amplify their reach but also resonate with a broader audience. This inclusivity fosters connection, engendering trust and loyalty among consumers. 

Moreover, as society becomes increasingly global and interconnected, consumers are seeking brands that mirror the world’s diverse cultures, abilities, and experiences. Beyond tokenism, this means demonstrating genuine respect and appreciation for all community members. 

Brands that embrace this ethos not only enhance their market positioning but also contribute positively to shaping an inclusive, empathetic, and forward-thinking society.


Understanding the Disability Sector

understand disability sector (1)

The disability sector encompasses a vast array of individuals, each with their unique experiences and challenges, be they visible or non-visible. This includes a diverse range of individuals spanning various ages, races, genders, and backgrounds. 

While visible disabilities like visual impairments, hearing challenges, or mobility issues are more apparent, non-visible disabilities, such as cognitive, psychological, and social challenges, can be equally impactful.

Understanding the disability sector is crucial for accurate representation in the media. It also fosters deeper, empathetic relationships with individuals with disabilities. It’s essential to perceive them beyond just their disabilities, recognising their individuality and diverse experiences. The age-old narrative of “overcoming” disabilities is evolving, with many embracing their distinct lifestyles and adapting routines to their unique needs.

One significant misconception about disabilities is the presumption of homogeneity in experiences. For instance, within the realm of visual impairment, the spectrum varies from colour blindness to total blindness, each with its distinct challenges. 

Similarly, hearing impairments range widely, as do cognitive and psychosocial disabilities. Recognising and appreciating this diversity is the first step toward fostering an inclusive and understanding society.

The Role of Brand Voice in the Disability Sector

voice of disability

Brands have an influential role in shaping societal perceptions, values, and norms through their voice and marketing. Proper representation in the media can empower individuals, making them feel seen, understood, and supported. 

Conversely, misrepresentation or lack of representation can lead to feelings of alienation and isolation. The impact of a brand’s voice, especially concerning the disabled community, cannot be understated. This isn’t merely a business concern but reflects the broader societal obligation to promote inclusivity and understanding.

Authentic representation is at the heart of inclusive branding. It’s crucial that when portraying individuals with disabilities in campaigns, brands prioritise hiring actual members of the disabled community rather than actors simulating these experiences. 

This not only amplifies genuine voices but also ensures that the depiction resonates with truthfulness and respect. Such authentic representation allows individuals with disabilities to reclaim their narratives, reinforcing their rightful space in society.

Brands must exercise responsibility in their choice of materials, tonality, and language. It’s not merely about reflecting diversity, but about celebrating it, acknowledging the vast tapestry of human experiences. 

Principles for Crafting an Inclusive Brand Voice

brand voice


The core of meaningful brand communication. In striving for an inclusive brand voice, it’s essential to avoid tokenism, where diversity is superficially showcased without depth or genuine understanding. 

Instead, brands must prioritise true representation, ensuring that the narratives resonate with truthfulness and respect. This means deeply understanding the multifaceted audiences they serve, and recognising that each individual has a unique story and experience. 

By truly valuing the complexities within every community, brands can foster a more authentic and impactful connection with their audience.

Research and Engagement

Engaging with individuals from the disability community to understand their needs and experiences. In crafting a genuinely inclusive brand message, one must really spend time researching the community and engaging with its members. Assumptions about the disability community will not suffice; authentic understanding arises from direct interaction and communication. 

By engaging with individuals from the disability community, brands can gain insights into their lived experiences, challenges, aspirations, and needs. This interaction can be facilitated through focus groups, interviews, or collaborative projects. Such proactive engagement ensures that the brand’s messaging is rooted in reality and respects the community’s diversity. 

Moreover, this approach fosters trust, as it demonstrates a brand’s genuine commitment to recognising and addressing the unique perspectives of the disability community.

What we can do for you

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A fundamental aspect of inclusive branding. Beyond the broader meaning of inclusivity, accessibility underscores the importance of ensuring every individual, regardless of their abilities, can engage with content seamlessly. 

  • The choice of language should be clear and free from jargon, resonating with a wide audience. 
  • Design elements, both visual and interactive, should be crafted with universal usability in mind. 
  • Digital platforms should incorporate features like alt-text for images, ensuring those with visual impairments can access content through screen readers. 
  • Captioning for videos is essential for the hearing-impaired. 
  • Font choices and sizes should prioritise readability, ensuring content consumption isn’t a challenge but an inclusive experience for all.

Collaborate with Diverse Creators

Diverse collaborations invigorate brand messaging with fresh perspectives. Embracing creativity means venturing beyond traditional boundaries and tapping into the vast reservoir of talent that different backgrounds bring. 

By partnering with a varied pool of creators, including those from the disability sector, brands can unearth novel ideas, innovative solutions, and impactful stories. Such collaborations not only enrich the brand’s narrative but also offer a platform for these creators to share their unique knowledge, abilities, and experiences. 

This synergy, where learning is mutual, ensures that content is both original and resonant, capturing the different aspects of our diverse society.

Use of Positive and Empowering Language

Words are powerful, and in branding, it’s vital to ensure they uplift rather than diminish. A truly inclusive brand voice avoids pity-based narratives, which inadvertently position individuals, especially those with disabilities, as subjects of charity or sympathy. 

Instead, the focus should shift towards celebrating strengths, achievements, and capabilities. By using affirmative and empowering language, brands can highlight the potential and resilience inherent in every individual. 

This positive approach not only fosters self-worth among represented communities but also reshapes societal perceptions, steering them towards admiration, respect, and genuine understanding.

Guidelines on how to choose inclusive photos for website and marketing campaigns

ndis website and marketing

The images brands use in their marketing materials play a pivotal role in shaping public perceptions and values. For companies keen on portraying an inclusive image, choosing the right photos is essential. 

Here are guidelines to ensure your photos reflect inclusivity and resonate with a broader audience:

Prioritise Authenticity

  • Opt for photos that capture real people in genuine moments. Avoid overly staged or clichéd images that may seem insincere or artificial.
  • Whenever possible, collaborate with actual community members rather than models who might only pose as part of that community. For example, when representing people with disabilities, choose images of real individuals with those disabilities.

Represent a Spectrum

  • Ensure a diverse range of people are depicted across race, gender, age, ability, and other dimensions of diversity.
  • Avoid tokenism. Inclusion is not just about having a checklist but should reflect a genuine embrace of diversity in all its richness.

Understand Context and Culture

  • Be wary of cultural symbols and ensure that they’re used respectfully and accurately. Misrepresentation can be seen as cultural appropriation, which can alienate segments of your audience.
  • Familiarise yourself with global visual languages and be sensitive to potential cultural nuances or taboos.

Showcase a Range of Abilities

  • Reflect both visible and non-visible disabilities. Remember, not all disabilities are immediately apparent.
  • Highlight the abilities and accomplishments of people with disabilities, emphasising their agency and capabilities.

Seek Feedback and Collaborate

  • Before finalising the photo selections, seek feedback from diverse groups to ensure they feel accurately represented.
  • Collaboration with photographers and artists from diverse backgrounds can create richer, more nuanced visuals.

Avoid Stereotypes

  • Challenge and avoid reinforcing harmful stereotypes. For example, not all elderly people are technologically challenged, and not every young person is a tech wizard.
  • Opt for images that portray individuals in a variety of roles and settings, breaking free from the confines of societal expectations and norms.

Consider Composition and Gaze

  • The way subjects are portrayed in photos, their positioning, and their gaze can convey powerful messages. Ensure these compositions empower subjects rather than diminish them.
  • Subjects should be shot at eye level to portray them as equals. A downward angle can seem patronising, while an upward angle can make them seem less approachable.

Ensure Accessibility

  • Beyond the photo itself, consider how it will be perceived by those with visual impairments. Incorporate alt-text descriptions for images on your website to ensure screen readers can interpret them for visually impaired users.
  • Ensure contrasts and colours are distinguishable for those with colour vision deficiencies.

Highlight Intersections

  • Understand that identities intersect. For example, an individual can be both a woman of colour and have a physical disability. A father can have mobility issues and still spend time with his family, playing with his children. Reflecting on such intersections can resonate deeply with audiences who identify with multiple groups.

Stay Updated and Evolve

  • Societal understanding of inclusivity and representation is continually evolving. Stay updated with shifts in discourse and adjust your visual strategy accordingly. What’s considered inclusive today might change tomorrow.

The images brands choose can significantly influence their perception and commitment to inclusivity. By carefully selecting photos that reflect true society, brands can build deeper connections, foster trust, and genuinely champion the cause of diversity and inclusion.

Resources for Inclusive Content Creation in the Disability Sector

In the era of digital marketing and content creation, there are now different tools and resources for brands to embrace inclusivity. These ensure the content is respectful, genuine, and truly representative. 

For businesses looking to work with digital marketing agencies, it is crucial to choose the right partner who has years of proven experience and expertise working in this particular sector. These include creating accessible websites to help you market your business with the appropriate language and imagery as well as launching inclusive digital campaigns.

Below are some essential resources for inclusive content creation:

Stock Photo Websites with Inclusive Imagery

  • Disabled and Here: A disability-led free stock image website that also features interview series celebrating disabled Black, Indigenous, and people of colour (BIPOC).
  • The Noun Project: Famous for its vast collection of icons, this platform also offers diverse and inclusive icons representing people with disabilities.
  • Getty Images: In partnership with Verizon Media and the National Disability Leadership Alliance, Getty Images has curated a collection of photos that reflect the diversity of the disability community authentically.
  • PhotoAbility: An inclusive imagery and stock photo library representing people with disabilities in tourism, leisure and lifestyle mediums.
  • RawPixel: An art-forward authentic design resource for everyone. 
  • Pexels: Another great place for free stock photo images that include representations of people with disabilities. 

Research and Study Resources

  • Centre for Excellence in Universal Design: Based in Ireland, the centre is dedicated to enabling the design of environments that can be accessed, understood and used regardless of a person’s age, size, ability or disability. This includes creating universally accessible content, from design to readability.
  • Ruderman White Paper on Authentic Representation: A study on disability representation in media, which emphasises the importance of authentic portrayals. In the last 2018 study, it reported an average of 21.6% of characters being portrayed authentically across networks and streaming services in the US.

What we can do for you

Not sure how to start your digital marketing campaign? Then try browsing our services.

Design Tools and Platforms

  • Color Oracle: A tool designed for the colour impaired. It simulates colour vision deficiencies in real-time, allowing designers to ensure their creations are visually accessible.
  • WebAIM: Provides comprehensive resources, strategies, and guidelines for web accessibility, ensuring websites cater to those with disabilities.

Inclusive Writing Guides

  • Conscious Style Guide: This offers guidance on language and terminology around various communities, including the disability sector.

Workshops and Training

  • Deque University: They offer online courses and training on web accessibility, ensuring content is crafted with inclusivity in mind.

Directories for Collaborations

  • Disabled Writers: A resource that lists professionals with disabilities, ensuring authentic voices can be included in content creation.

Alt-Text and Captioning Tools

  • Image Alt Text Viewer: A Google-chrome extension tool to quickly check images’ alt-text, essential for web accessibility.
  • Rev: Provides captioning services, ensuring video content is accessible to the hearing-impaired.

Books for Deeper Insight

  • “Me, Antman & Fleabag” by Gayle Kennedy: A humorous and accessible narration of a First Nations woman who had Polio, from the Wongaibon people of southwest New South Wales.
  • “Music Our Bodies Can’t Hold” by Andy Jackson: A collection of autobiographical poems from people with Marfan Syndrome. Jackson started performing poetry to reclaim control over representations of his body.

To truly honour the spirit of inclusivity, it’s essential not just to use these resources but to continuously engage with the community, seek feedback, and be willing to evolve. Creating content for the disability sector isn’t about ticking boxes but about understanding, respecting, and amplifying authentic voices.

Marketing in today’s diverse world requires a genuine commitment to diversity and inclusivity. Beyond merely crafting appealing advertisements, there’s a pressing need to shatter persistent stereotypes. By truly representing diverse backgrounds and experiences, brands can forge deeper, authentic connections with their audience. 

These include designing and creating accessible content and websites, as well as marketing campaigns, with a conscious language that encapsulates the principles of sensitivity, inclusivity, and diversity. One that transcends business objectives, contributing to a more understanding and unified world.

If you are a business owner looking for an Australia-based growth marketing agency to help with your campaigns, you are at the right place. Contact us today to learn more about how we can work together. 


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