Posted 17 October 2025
We’re excited to announce “INIclusion Day”, a new partnership between Initiative UK and Media Trust that will see over 250 staff from Initiative using their creative and strategic skills to support charities focused on disability.
Taking place on Wednesday, 3 December, marking the 30th Anniversary of the International Day of Persons with Disabilities, INIclusion Day will bring together teams of Initiative UK volunteers and charity leaders for a one-day creative challenge. Together, they will co-design campaigns and communications strategies that champion accessibility, representation, and inclusion across paid media.
INIclusion Day marks a turning point. Inclusion in media should feel inseparable from how we think, create and activate. It’s not a checkbox to satisfy; it’s a canvas to expand.
With Media Trust and our charity partners, we’re excited to co-author campaigns that challenge norms, unlock accessibility and raise representation to the level it deserves.
Will Spence, Initiative CEO, UK&I
The project will benefit from insights, expertise and other support from Disability Rights UK who are confirmed as one of the charities taking part.
Not only will the participating charities benefit directly from the day’s work, but the impact will be felt across the wider industry. The insights and ideas generated will inform a new Inclusive Paid Media Playbook, a practical guide developed by Initiative to help brands, agencies, and media owners make their paid media more accessible and inclusive.
This December marks the 30th anniversary of the Disability Discrimination Act and while some progress has been made, so much remains to be done to ensure disabled people aren’t excluded from advertising and other media content.
At Media Trust, we believe empowering charities and advancing representation go hand in hand - that’s why we’re so delighted to be working with Initiative and charity partners like Disability Rights UK on this exciting project.
Su-Mei Thompson, CEO, Media Trust
With over 30 years’ experience connecting the media and creative industries with charities and under-represented talent, Media Trust is the perfect partner for this collaboration.
Together, we’re showing that accessibility and inclusivity can be at the heart of every campaign.
If you’re an organisation working with Disabled communities and would like to take part, we’d love to hear from you!
Apply NowA night where the big screen belonged to the stories that really matter Last week, as the lights dimmed at BFI Southbank, the screen came alive with our latest slate of Media Trust Films productions, made...
Posted 2 October 2025
In an age of rolling headlines, shrinking newsrooms, and growing public distrust, the relationship between charities and journalists is arguably more vital, and more strained, than ever. That was the central theme of discussion at...
Posted 4 September 2025
