Disinfluencer launches crowdfunded disability campaign in Australia

Disinfluencer, an inclusive stock library and talent management service featuring influencers with disabilities, has unveiled its inaugural out-of-home campaign to spotlight the disability community in marketing. The billboard on the Princes Highway in St Peters, Sydney, was funded through a crowdfunding initiative during July's Disability Pride Month. 

It features Josh, the son of the founder of ‘disinfluencer’ Simone Eyles, who has an invisible disability. It is adorned with the message ‘I would buy from him’ and showcases talent from the disability community, highlighting their readiness to represent brands. 

Disinfluencer is a company that aim to change how brands approach diversity through an inclusive stock library, a three-part e-learning module on disability and digital accessibility for marketing teams, and a talent management service featuring influencers with disabilities.

The campaign is based on insights from a government study conducted in Australia, where 5.5 million people live with a disability and are often overlooked. Through the campaign, Disinfluencer hopes to represent the 96% of Australians with disabilities who have conditions like autism or chronic illnesses.

“Our billboard is a bold declaration of our commitment to mainstreaming disability representation,” said Eyles. “Brands understand the need for inclusivity but often struggle with implementation. Disinfluencer offers the support necessary to engage authentically with a broader audience and drive a more inclusive market. Inclusion is essential for growth and innovation. Our launch is more than just a billboard; it’s a movement. We’re inviting brands to join us in making inclusion a core part of their strategy.”

Campaign’s take: The campaign positions itself as a proactive response to the criticisms and challenges faced by DEI initiatives globally. Recent developments like Scott Galloway’s comments on reverse racism and Harley-Davidson’s move to retract its DEI initiatives illustrate a broader struggle over the role and effectiveness of DEI initiatives. The campaign offers a potent example of how brands can embrace inclusivity as a compliance measure and a core component of their strategy. By demonstrating a commitment to representing people with disabilities, the campaign provides a blueprint for how inclusivity can be integrated into marketing efforts.