{"id":699626,"date":"2026-05-28T08:20:12","date_gmt":"2026-05-28T08:20:12","guid":{"rendered":"https:\/\/www.newsbeep.com\/au\/699626\/"},"modified":"2026-05-28T08:20:12","modified_gmt":"2026-05-28T08:20:12","slug":"thinkerbell-and-inclusively-made-launch-new-ai-platform-to-tackle-disability-bias-in-storytelling-campaign-brief","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/au\/699626\/","title":{"rendered":"Thinkerbell and Inclusively Made launch new AI platform to tackle disability bias in storytelling \u2013 Campaign Brief"},"content":{"rendered":"

\t\t\t May 28 2026, 12:05 pm | BY Ricki Green | No Comments<\/a><\/p>\n

\t\t\t\t\t \t\t\t\t\t\t\t\t\t\t\"Thinkerbell<\/p>\n

\t\t\t\t\t \tCreative company Thinkerbell and global leaders in inclusive production, Inclusively Made launches Inclusivelymade.ai<\/a>, a groundbreaking AI platform that aims to remove disability bias and weave inclusivity into the foundation of extraordinary storytelling.<\/p>\n

\u00a0<\/p>\n

Inclusivelymade.ai is a tool to help humans to prompt more inclusively, designed to create behavioural change across the creative and production landscape. Historically, inclusivity in production has been treated as an afterthought, or a compliance checklist at the end of a project. Inclusivelymade.ai is designed to fundamentally shift that habit.<\/p>\n

As generative AI becomes a standard tool to assist with advertising and film development, we risk creating homogenisation, and automating exclusion by reflecting the historical biases found in the data it is fed. Inclusivelymade.ai intervenes at the source, helping everyone get inclusion for people with disability right from the outset.<\/p>\n<\/p>\n

\t\t\t\t\t \t\t<\/p>\n

Building upon Inclusively Made\u2019s existing certification framework that sets a standard for inclusivity within creative production, the platform embeds tokenism checks, accessibility standards, inclusive casting and production checklists directly into the creative workflow.<\/p>\n

The Inclusivelymade.ai platform allows creators across advertising, production and film to design out bias from the moment an idea is conceived and creatively elevate the end product. It\u2019s open to everyone from creatives, storytellers, producers and clients.<\/p>\n<\/p>\n

\t\t\t\t\t \t\t<\/p>\n

Says Paul Nunnari, CEO of Inclusively Made: \u201cAI isn\u2019t going anywhere and it\u2019s being used widely in advertising now \u2013 so we\u2019re making sure that when creatives are prompting, they\u2019re not leaving disability out. AI often creates a non-disability world. We\u2019re prompting disability back in.\u201d<\/p>\n

Says Margie Reid, CEO of Thinkerbell: \u201cAI is only as brilliant as the boundaries or builds we give it. By building inclusion into the code, we\u2019re ensuring that the default finally looks like the real world. It\u2019s about making sure the future of storytelling isn\u2019t just smart, it actually represents everyone, including the 20% of Australians who live with a disability\u201d.<\/p>\n<\/p>\n

\t\t\t\t\t \t\t<\/p>\n

Says Dionne White, Woolworths Head of Group Brand Activation: \u201cInclusive production isn\u2019t a box to tick, it\u2019s a standard we hold ourselves to, because our customers are diverse and they deserve to see themselves reflected in everything we do. Using AI responsibly with inclusion built in from the start is the next step in that commitment.\u201d<\/p>\n

Says Rory Heffernan, CEO of Atomic 212\u00b0: \u201cWith AI playing an increasing role in the lives of Australians, it\u2019s so important to highlight the importance of inclusion in this environment. A huge thank you to the many publishers who have thrown their support behind this campaign for Inclusively Made!\u201d.<\/p>\n

Inclusively Made\u2019s impact already shows what happens when inclusion is built into the process. In 2025, across 67 certified productions, 93% cast people with disability and 943 days of employment for people with disability were created. This new platform stands to create even more impact.<\/p>\n

https:\/\/campaignbrief.com\/wp-content\/uploads\/2026\/05\/Inclusively-Made-Ai-30-Birthday-Radio.mp3<\/a><\/p>\n

\t\t\t\t\t \t\t\t\t\t\t\t\t\t\t\"Thinkerbell<\/p>\n

The Inclusivelymade.ai platform was created with the team at Inclusively Made, Thinkerbell and Matt Kuperholz Consultancy, a prominent Australian Artificial Intelligence group.<\/p>\n

Some of Australia\u2019s biggest companies are backing Inclusively Made and the new platform including Nine, Bupa, Woolworths, Thinkerbell, Mastercard, Telstra, Atomic212, Entertainment Partners, Big W and KFC.<\/p>\n

The launch of the platform is supported by work of Inclusively Made assets across film, OOH, audio and digital. Atomic212 worked with media partners across Australia who have kindly donated media space including Nine, Seven, Ten, Foxtel, Nova, SCA, oOh!media, QMS and JCDecaux.<\/p>\n

Play the \u2018Birthday\u2019 radio spot<\/p>\n

https:\/\/campaignbrief.com\/wp-content\/uploads\/2026\/05\/Inclusively-Made-Ai-30-Birthday-Radio.mp3<\/a><\/p>\n

\u00a0<\/p>\n

Creative Agency: Thinkerbell
Media: Atomic 212
Partner: Inclusively Made
Production: Thinkerbell \/ Made Promptly \/ Taste Creative \/ Matt Kuperholz Consultancy
TVC Director: Genevieve Clay-Smith
Grade: Peachy Keen
Post Sound: Mighty Sound
Photography: Taste Creative<\/p>\n

\u00a0<\/p>\n

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