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    Priya Addams Williams joins Dylan Alcott Foundation as Shift 20 Initiative lead

    Priya Addams Williams has joined the Dylan Alcott Foundation as Shift 20 Initiative lead.

    Previously, she was business director at Special Group, which worked with the Dylan Alcott Foundation (DAF) to launch the Shift 20 Initiative last year.

    Shift 20 aims to help brands create marketing communications with diverse audiences in mind, encouraging them to look for opportunities to make a shift.

    Addams Williams told Mediaweek that moving to the DAG to work on Shift 20 full-time is an honour. “I am so excited to focus on increasing representation of disabled people in advertising and bring more brands on board to help us achieve this mission,” she said.

    As the Shift 20 Initiative lead, she will develop the Initiative’s offering and be the point of contact for brands interested in getting involved.

    “In terms of what we hope to achieve – nearly 20% of Australians live with a disability, yet representation in mainstream media sits at less than 1%. We hope to shift that number significantly in the coming years.

    “Last year’s launch saw 13 of Australia’s biggest brands come together and include people with disabilities in their ads. One of the biggest comments we heard along the way is that brands have wanted to include people with disabilities in their campaigns, but were nervous about getting it wrong. We want to work together and equip brands with the confidence to include people with disabilities in their future comms.”

    Looking to the year ahead, Addams Williams shared that Shift 20’s goal is to get more brands on board and continue building out the offering to educate brands and act as a catalyst for change.

    “We can’t make this change alone – it’s only with the commitment of brands, agencies, casting agencies, and production houses that we can make an impact. So please reach out if you want to learn more about being involved.”

    Lindsey Evans, founding partner and CEO of Special Group, told Mediaweek: “We are delighted that Priya is joining the Dylan Alcott Foundation.

    “Priya was instrumental in the success of the Shift 20 Initiative; mobilising the team at Special and PHD as well as an entire industry of brand owners, media owners and production to make it happen.

    “We could think of no one better suited to help the Dylan Alcott Foundation charter the next chapter of Shift20 from within and are excited to see the momentum and industry involvement reach a whole new level.”

    Williams first shared the news in a LinkedIn post on Tuesday: “When I joined the advertising industry, it was with one goal in mind – to increase representation of marginalised groups, and make who we see in our ads more reflective of the society we live in.

    “Today I am so honoured to take the next step in realising this mission by joining the Dylan Alcott Foundation as the Shift 20 Initiative Lead.

    “Extremely excited to continue building on what we created with Dylan Alcott OAM, Georgie Saggers, Special Australia and our incredible partners, so that disability representation in advertising becomes more reflective of the nearly 20% of Australians living with a disability.”

    Top image: Priya Addams Williams

    The post Priya Addams Williams joins Dylan Alcott Foundation as Shift 20 Initiative lead appeared first on Mediaweek.

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