Atomic 212˚ has joined Inclusively Made as a foundation partner, becoming the organisation’s first media agency partner as it works to lift disability inclusion in advertising and production.

The partnership starts this month, with Atomic 212˚ leading research for the Inclusively Made 2026 Inclusion Imperative Report.

Atomic 212˚ CEO Rory Heffernan said people with disability remained underrepresented in marketing despite making up a significant share of the population.

“One in five people have a disability in Australia, but they are significantly underrepresented in content and behind the scenes. Inclusively Made exists to change that,” Heffernan said.

“As our clients’ media partner, we sit on a wealth of data and play a crucial role in defining how brands best reach and influence their audience, as well as how best to consider this when collaborating with media owners.

“By shining a light on this well before the campaign moves into production, we believe we can make a huge difference in better representation and accessibility.

“We’re honoured to join as a Foundation Partner and do what we can to help the Inclusively Made team and its founder, Henry Smith, make a difference,” he said.

Inclusively Made CEO Paul Nunnari said the partnership extended disability inclusion into media planning and buying.

“We’re excited to welcome Atomic 212° as our first media agency Foundation Partner,” Nunnari said.

“Inclusive advertising requires end-to-end collaboration, and by integrating with leaders in media planning and buying, we’re ensuring that people with disability are considered at every stage of the production process.

“This partnership demonstrates what’s possible when industry leaders work together to make inclusion business as usual.”

Other Inclusively Made foundation partners include KFC, Mastercard, Nine Network, Stan, Woolworths, BIG W, Bupa, Telstra, Thinkerbell and Entertainment Partners.

Inclusively Made reported 67 certified productions last year, with 93% casting talent with disability on camera and 943 days of paid work for people with disability in crew and mentee roles.

Total economic impact exceeded $500,000.

Article originally published on AdNews.