Unilever pledges more inclusivity within production teams

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Campaign hero via UnileverConsumer goods giant Unilever has launched its Believe in Talent campaign, pledging that all advertising productions with budgets over €100k must include at least one crew member with a disability.  

The Inclusive Set Commitment is accompanied by a new, open-source Inclusive Production Toolkit, outlining best practices to support people with disabilities behind the camera. Unilever is one of the world’s largest advertisers

The new offerings form part of the company’s wider Act 2 Unstereotype initiative, and are supported by new research which found that 73% of disabled content creators feel the industry is exclusionary of them.

62% of content creators from the disabled community would consider a job in advertising, TV, radio and film and are already using key skills, like video editing, producing, camera operating, subtitling, directing and scriptwriting, to create their content. However, 90% said they feel people’s attitudes and mindsets are having an impact on including them on production sets.

These findings come from a survey of 50 content creators from intersectional disabled communities in the US, UK and Brazil. At present, persons with disabilities only represent 8.3% of roles on-screen and 6% off screen in the UK. 

Aline Santos, chief brand officer and chief equity, diversity & inclusion officer at Unilever, said: “As we continue to strive for better creativity in our advertising and seek to build better connections with all people around the world, it’s imperative that persons with disabilities are part of the creative process working both behind the camera and on screen.

"Content creators have created this wonderfully inclusive space on social media and are showing us that it’s possible to be authentic and break stereotypes.

“Advertising stands to benefit from harnessing this skilled talent. The proof is in the results and unstereotypical, progressive advertising is delivering for Unilever 92% better brand power, 94% better brand difference, 67% better brand persuasion and 76% better enjoyment of ads.”

Dana Cadden, Unilever’s global head of advertising production, added: “We are committed to changing the way we operate on commercial productions to ensure we harness all the great talent from the disabled community. Whilst we still have much to learn, if more brands can make their production sets more inclusive, they will not only create more opportunities for persons with disabilities, but also benefit immensely from the creativity they will bring to our industry.”

WPP is among one of Unilever’s agency partners adopting the ‘Inclusive Set Commitment' on Unilever productions and will be sharing the ‘Inclusive Production Toolkit’ across its agency network.


Image via Unilever. 

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