Nothing without us awards

Raising the bar for authentic disability representation in advertising

Disability is everywhere. Except in advertising.

Let’s be honest: the advertising industry is still getting it wrong.

Despite 16% of the global population being disabled, only 1% of ads feature disabled people. And when disability does appear in brand storytelling, it’s too often reduced to pity, perfection, or purpose-driven tropes.

As a result, disabled people remain overlooked in front of the camera and excluded behind the scenes.

This isn’t just a representation gap. It’s a massive missed opportunity — one that reinforces exclusion, wastes creative potential, and leaves billions on the table.

That’s why the Nothing Without Us Awards were created: to raise the bar. Developed by Valuable 500 and curated by a jury of disability experts, creatives, and inclusion leaders, these awards will recognise the work that leads the way — authentic, inclusive storytelling done right.

We'll also be sharing powerful examples of work that gets representation right.

The first Nothing Without Us Awards ceremony will take place in December in Tokyo, at SYNC25 — the world's first accountability summit on disability inclusion.

At Cannes Lions 2025, we’re launching the awards — sharing the vision, revealing the judges, and challenging the industry to do better.

The future of advertising includes everyone. No tokenism. No stereotypes. No compromise.

Meet the judges

Great work starts with intention — and systemic change

ART – The Authentic Representation Tool – is built to help brands and agencies embed authentic disability representation across every stage of creative and production.

Developed by Valuable 500 with leading disability experts, creatives, and industry practitioners, ART isn’t just a checklist. It’s a structured, practical tool designed to shift how organisations approach disability representation — across leadership, partnerships, culture, content, and execution.

Assess where you stand today across representation, accessibility, and inclusive storytelling. Uncover systemic gaps — not just in what you create, but how you create it.

Get tailored, prioritised actions to help you build capabilities, partnerships, and processes that drive sustained change.

Launching globally this July, ART equips brands to lead — not follow — in building a more inclusive, representative industry.

Campaigns that raise the bar

Google Pixel x GUT

Explore the Principles of Authentic Representation

What does great work actually look like?

The 10 Principles for Authentic Disability Representation were developed with disabled creatives, advocates, and industry experts.

They’re the foundation of these awards and a clear, actionable framework for doing better.

Explore the principles

Principle 1.

Ensure Disabled Talent Is Meaningfully Included — Not Just Tokenised

Principle 2.

Show Disabled Lives in Full — Not Just as Tragedy or Triumph

Principle 3.

Work With Disabled People, Not On Their Behalf

Principle 4.

Design Inclusion Into the Idea — Not Around It

Principle 5.

Reflect the Diversity Within Disability

Principle 6.

Celebrate Disability Identity and Culture

Principle 7.

Use Visuals and Language That Empower, Not Diminish

Principle 8.

Respect and Represent Consent, Not Curiosity

Principle 9.

Include Disability in All Campaigns — Not Just the Purpose-Led Ones

Principle 10.

And Finally... Real Inclusion Starts Behind the Scenes

Join us and reject the status quo

The industry can and must do better. Let's hold each other to account.

We're looking for allies, collaborators and bold partners who are ready to redefine industry standards, not just meet them. If your agency, brand, or production company is ready to champion authentic disability representation, we want to hear from you.