Publish Date: Sep 19, 2025
Unstereotype Alliance Australia, convened by UN Women has launched a Who’s Missing? toolkit. The campaign calls on the advertising, media and marketing industry to embed inclusive thinking at the start of every campaign by asking one powerful question: Who’s Missing? It invites everyone - from creatives to client teams-to build inclusion into the earliest stages of campaign planning by asking Who’s Missing? early and often.
Backed by research linking inclusion to stronger brand outcomes, the campaign provides practical prompts, a checklist, and shareable assets via a toolkit to help individuals embed inclusive thinking into everyday decisions, while encouraging organisations to join the Alliance and become part of a collective driving systemic change.
Unstereotype Alliance Australia Research found that too many Australians still don’t feel represented in advertising and media. This is holding back both progress and performance. 41% of women in Australia say they don’t see themselves represented in advertising, and 59% of men say the same. Those with intersecting identities such as women of colour, people with disability, and LGBTQ+ Australians are the most likely to feel excluded or stereotyped.