What Does Great Work Actually Look Like?

Representation doesn’t always mean leading roles — but it should never be an afterthought. Disabled people should appear across a range of roles and narratives, with opportunities to be central to the story when appropriate. The key is balance, visibility, and intention — not box-ticking.

Avoid portraying disability only through extremes like suffering or superhuman achievement. Disabled people experience joy, frustration, humour, romance, ambition, and mistakes — just like anyone else. Show the full emotional range and everyday complexity of disabled lives.

Authentic work starts behind the scenes. Collaborate meaningfully with disabled talent across casting, direction, strategy, copywriting, consulting, and design. Lived experience should inform both the story and the storytelling.

Accessibility isn’t a barrier to creativity — it’s a foundation for better work. Consider everything from colour contrast to audio descriptions, subtitles, interface design, and physical access from the very beginning of concepting.

Disability intersects with race, gender, sexuality, and class. Avoid stereotypical casting or relying on a narrow portrayal (e.g., white wheelchair user). Instead, reflect the full spectrum of disability — visible and non-visible, across identities and cultures.

Recognise that disability can be a source of pride, community, and identity. Avoid narratives that suggest disabled people succeed “despite” disability or that disability needs to be “seen past”. Phrases like “see the ability not the disability” imply shame in disability identity. Instead, celebrate disability as a valuable form of human identity that shapes diverse experiences and perspectives.

Avoid imagery that evokes pity, dependency, or isolation (e.g., close-ups of assistive devices, sad music). Be wary of stock imagery that uses non-disabled models with prop assistive devices. Choose visuals that reflect genuine lived experience, agency, style, individuality, and power. Steer clear of outdated tropes or euphemistic language like “differently abled.”

Disability should never be framed as a spectacle. Avoid intrusive portrayals of medical experiences or personal care unless these are part of the narrative and handled with dignity and consent. If you wouldn’t show it about a non-disabled person, question whether it’s appropriate.

Disability doesn’t only belong in awareness or social impact campaigns. Disabled people should be part of the full marketing landscape — from product spots to fashion, humour, tech, and lifestyle. Representation isn’t just a moral imperative — it brings richness, relatability, and authenticity to every type of campaign.

Creative outputs are only as inclusive as the systems that produce them. That’s why authentic representation must also come from within — from the internal practices, processes, and priorities that guide your teams.