Atomic 212˚ has become a Foundation Partner of Inclusively Made, marking the first time a media agency has joined the initiative aimed at increasing authentic representation of people with disability across marketing, film and advertising.
The partnership sees Atomic 212˚ join a group of major Australian brands committed to embedding disability inclusion as standard practice, rather than an afterthought, across creative and production processes.
Media agency takes a first-mover role
As the first media agency Foundation Partner, Atomic 212˚ has committed to driving tangible change in how disability inclusion is considered from the earliest stages of campaign planning.
The partnership officially begins this month, with Atomic 212˚ also leading research for Inclusively Made’s 2026 Inclusion Imperative Report.
Atomic 212˚ CEO Rory Heffernan said the agency is well placed to influence change through its role in media strategy and planning.
“One in five people have a disability in Australia, but they are significantly underrepresented in content and behind the scenes,” Heffernan said.
“Inclusively Made exists to change that. 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.”
Expanding inclusion across the full production cycle
Inclusively Made is a certification standard for inclusive production across film, television and advertising, designed to help organisations embed disability inclusion from day one.
Its certification and accreditation pathways support brands, agencies and production companies to approach inclusion with confidence and consistency.
Inclusively Made CEO Paul Nunnari PSM said Atomic 212˚’s involvement strengthens the organisation’s end-to-end approach.
Paul Nunnari
“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.”
A growing coalition of major brands
Atomic 212˚ joins an established group of Foundation Partners including KFC, Mastercard, Nine Network, Stan, Woolworths, BIG W, Bupa, Telstra, Thinkerbell and Entertainment Partners.
The Inclusively Made community reported strong progress over the past year, with 67 certified productions completed.
Of these, 93% cast talent with disability on camera, while productions delivered 943 days of employment behind the camera for people with disability in mentee and crew roles.
The total economic impact exceeded $500,000 in employment outcomes.
Top Image: Rory Heffernan