FINALLY a major retailer has responded to what we’ve all been asking for: Diversity in advertising.
Kmart Australia has raised the bar for retail giants across Australia, using its Easter catalogue to promote a beautiful message of inclusion to its customers. It’s a groundbreaker that has our entire office jumping for joy (and keen to get our hands on a few choccy eggs).
Being released at one of the busiest times of the year for the retail giant, Kmart worked with not-for-profit Starting With Julius to include children with various disabilities throughout the catalogue.
“Advertising should be bold and reflect the world in which we live,” says Starting With Julius founder Catia Malaquias.
“With one in five of us living with disability, having a disability is a natural part of the human experience and, like other forms of diversity, it should be represented, not excluded,” she continued.
The 40-page catalogue features a number of children living with disabilities, as well as children of different ages, body shapes and ethnicities.
“Inclusion is important to us at Kmart no matter a person’s race, gender, ethnicity, age, ability, appearance or attitude and we are focused on continuing to improve on this commitment,” Kmart told Mamamia.