Fresh Thinking,
Inclusive Action
Woolworths' Award-Winning Inclusive Campaign
The Story Behind the Story
When Woolworths and M&C Saatchi set out to create their 2024 Olympic and Paralympic campaign, they had a clear vision: showcase how fresh Australian produce fuels the best in all athletes. But what made this campaign truly special wasn't just the creative concept – it was their commitment to inclusive production that treated Paralympic athletes as elite competitors, not inspirational stories.
At the heart of the campaign is Col Pearse, a Paralympic swimmer whose family and community built a training pool in a dam on their dairy farm near Echuca. It's a genuinely Australian story of determination, community spirit, and fresh thinking.
Putting Inclusion First: Guiding Principles
The Woolworths MarComms team adopted powerful mottos that shaped every decision:
"Don't make something about us, without us"
"We are not inspiration porn, we are athletes at the top of our games"
The Litmus Test
Would you present an able-bodied athlete this way?
If yes: proceed.
If no: don't proceed.
"To tell Olympic and Paralympic stories authentically, we knew we couldn't just add accessibility features at the end.
Working with Inclusively Made from the creative development stage meant inclusion was woven into the DNA of the campaign."
Hayley Mein
Marketing Communications Manager
Inclusion Focus Areas
Audio storytelling elements that didn't rely solely on visual cues
Sound design that enhanced the narrative for all viewers
Descriptive content that made the story accessible to everyone
Diverse production partnerships that bring authentic perspectives
Authentic Casting and Representation
"When the agency came to us with this concept and told us that it was a real life story, I think we all looked at each other in the room and said, this is the story we want to tell."
Kirsty Mould
Senior Marketing Manager
Campaign Impact
The campaign's success extended far beyond creative recognition, delivering tangible support for Paralympic athletes while setting new benchmarks for inclusive advertising effectiveness. From meaningful financial contributions to industry-leading performance metrics, the campaign proved that authentic inclusion drives real results.
$750k
Raised for Paralympics Australia through initiatives like "half-time" orange sales
#1
Most Effective Olympic/Paralympic Campaign in Australia
System 1
#1
2024 Greatest Brand Effectiveness Campaign
TikTok Ad Awards
#1
2024 Media Campaign of the Year
Mumbrella Awards
"What it means to me is changing the lives of other athletes and people who live in this area, because they might not know what the Paralympics is."
Col Pearse
Paralympic Swimmer
Looking Forward
The Woolworths MarComms team are building frameworks for inclusion so it becomes BAU:
Comprehensive Framework Development
Step-by-step processes for inclusive production
Consultation protocols with disability organisations
Language guidelines
Budget recommendations for inclusive elements
Training programs for team members
Continuous improvement through experience
"Consult with inclusion experts early, not late. And budget for inclusion from the beginning – it's not an add-on cost, it's an investment in better creative."
Hayley Mein
Marketing Communications Manager
The Bigger Picture
This campaign proves that inclusion isn't hard – it just requires intention, consultation, and treating everyone as the experts they are in their own fields. When you focus on authentic stories and genuine collaboration, you don't just create better advertising; you create campaigns that genuinely celebrate human achievement.
Ready to make your next production Inclusively Made?