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Kmart and Target have this year made us VERY proud by leading the way in Australia on diversity in advertising by including models with disability in both their catalogues and TV advertisements.

We have shared a few stories this year of the awesome campaigns both Kmart and Target have run which proudly include children with disabilities.

At Easter time the Kmart Easter catalogue included young models with disabilities. (Read that story here)

Starting with Julius shared their excitement at the time saying, “Very excited to finally see the Kmart Australia Easter catalogue featuring models with ‪#‎disability‬! Thank you to Guy Russo and the Kmart family for embracing ‪#‎adinclusion‬ and sending the message that Kmart welcomes ALL! Thank you for sharing these awesome photos Beck Copeland!”

They also said – “We reached out to Kmart and they listened and acted on, it’s wonderful!”

Where it all began

Starting with Julius was established as a project in early 2013, eeni meeni miini moh launched the first ever high profile nationwide advertising campaign in Australia featuring a model with Down syndrome, Julius.

Since then, Julius (now 7) has featured in seven consecutive advertising campaigns for eeni meeni miini moh.

Julius’ mother, Catia Malaquias, first reached out to eeni meeni miini moh as a customer, prompted by concern over the impact of exclusionary messages from the worlds of media and advertising, including children’s advertising, on her son’s development of his sense of identity and belonging.

“Diversity and inclusion in advertising are an opportunity for brands to build loyalty by showing their customers that they understand them and by reflecting strong and positive social values.” said Catia.

Catia and eeni meeni miini moh shared a belief that advertising doesn’t have to be part of “the problem” – it can be part of “the solution” by empowering all of us to celebrate our diverse identities through its marketing reach.

Starting With Julius grew from this beginning into a broader project to promote diversity and the inclusion of people with disability in advertising, media and beyond.

The faces of diversity

Young Emily Prior, 9, who was born with cerebral palsy, had her dreams come true when she appeared on the cover of Target Australia’s mid-year toy catalogue. (Read her story here.)  She also featured in a recent Betts Kids campaign.

Three year old Jack Radford, also appeared in the toy catalogue along with his power wheelchair.

Parker Myles, 3, who has Down Syndrome, was selected as the Attipas shoes Australian brand ambassador and face of  Spring/Summer campaign, he was chosen amongst thousands of toddlers to front the brand due to his love for Attipas shoes. (Read his story here)

We were very pleased to hear the update of the mother who had her son rejected for a children’s clothing store advert by a talent agency because he has Down’s syndrome has fought back and won. Her son Asher, who also has Down Syndrome, is now the face of a holiday campaign with OshKosh B’gosh. (Read her story here).

LATEST campaign news

Which brings us to Kmart’s latest catalogue and Target’s brilliant Christmas campaign which both include children with disabilities.

Grace Moore, 5, from Perth, who has down syndrome, features on the cover of the Target Christmas catalogue. Grace has also featured in a couple of other campaigns including eeni meeni miini moh and Alex & Ant.

While Kmart’s latest catalogue also features a young girl and boy both with Down Syndrome, and a girl wearing a leg brace in their children’s fashion catalogue.

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This is so exciting! We could not be more proud of how far these big companies have evolved. We want to see more, more, MORE!

A massive congratulations to Catia and Starting with Julius for their continuing hard work. Well done. You must be so thrilled that so many companies are welcoming change with open arms.

Share your comments below.

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  • I had noticed this, well done.

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  • I think it’s something that all companies should be going. It’s part of the norm and we all should realise this (I love how cute the ads are)

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  • I have noticed because it makes the news headlines whenever a new catalogue comes out. Great to see and it should just be commonplace.

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  • Lovely to see this happening – after all we all need to wear clothes and it’s nice to see how everybody looks in them.

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  • I think this is simply beautiful to see, I cannot believe that it has taken so long for children/’adults with disabilities to be included in things like advertising – I would now prefer to purchase goods from these stores than from those that choose not to choose people from all walks of life

    Well done Target and Kmart and the smaller business’s that are choosing to do this.

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  • Way to go ! Such gorgeous kids! I’m glad they finally open their eyes for the beautiful diversity. Something need to change our opini9n about the ideal appearance

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  • Grace look’s gorgeous in the photo!

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  • I really love these new campaigns! Well done!!

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  • It is great, finally!

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  • That’s very kind and sweet a part of them

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  • Actually, yes I did notice it. There was more disabled children given roles in TV promotions and in catalogues for Christmas than there has been previously.
    Originally there was just one girl. It is huge step forward. Those kids have huge talents, some hidden until discovered. I know a boy who was the best at drawing. He could draw something that was on TV, on the screen momentarily moving very fast but see it a few times and it look like a perfect photo. Had he not passed away before he finished primary school he probably would have concentrated on artwork. If he was having an “off” day as he called them he would sit and draw for hours at a time.

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  • Awesome! So great to read some positivity! :-)


    • I wholeheartedly agree with you – there are often way too many negative and sad news stories and it is nice to read a positive and uplifting news story.

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  • not really new, thy’ve been doing it for months

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  • Well done to these stores/companies for actively spreading the diversity message through their catalogues.

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  • Good on target and Kmart for leading the way in advertising kids with disabilities and show how able they really are!

    Reply

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