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Reading: Kmart’s Latest Catalogue Features Children With Disability
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B&T > Marketing > Kmart’s Latest Catalogue Features Children With Disability
MarketingMedia

Kmart’s Latest Catalogue Features Children With Disability

Erin M Doyle
Published on: 22nd March 2016 at 10:31 AM
Erin M Doyle
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For the first time, Kmart Australia’s latest catalogue for Easter shopping includes children with disability. the push to diversity occurred after the founder of Starting With Julius, an organisation committed to promoting the inclusion of people with disability, contacted Kmart’s CEO.

Starting With Julius founder Catia Malaquias reached out to Kmart CEO Guy Russo last year about including models with a disability in Kmart’s marketing.  Starting With Julius was established in 2013 by people who are committed to promoting the inclusion of people with disability in Australian advertising, media and beyond.

“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!,” Malaquias posted on the Starting With Julius Facebook page.

The catalogue features 11-year-old Cooper Smith, who has Cerebral Palsy and another page features a young boy with Down syndrome playing with Star Wars figurines.

3245C27900000578-3496003-image-a-54_1458188450533

Cooper’s mother Bron Leeks told Daily Mail Australia that modelling has always been something Cooper has always wanted to do. “He had an absolute blast, it was so much fun,” Leeks said.

“It was not highlighting the disability. It was just a kid with some chocolate who happened to have a disability. It’s a big deal in that in lots of countries and cultures disability is hidden. But people are talking about it more in a positive way and seeing it as normal.”

3245C27500000578-3496003-image-a-55_1458188459276

Social media response:

Kudos @Kmart_Australia, loving your Easter catalogue #AdInclusion! #diversity #disability #inclusion pic.twitter.com/1PpuFRAgwF

— Starting With Julius (@StartingWJulius) March 14, 2016

Loving the diversity in @Kmart_Australia‘s new catalogue. Feat: karate kicking girls, disabilities, multiple races pic.twitter.com/b9jsEv9ITI — Nicky Champ (@nickychamp) March 20, 2016

Love the diversity and representations in this Kmart catalogue spread pic.twitter.com/CvQsHBxzEj

— Julie + bb (@Happyhappyhaps) March 21, 2016

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Erin M Doyle
By Erin M Doyle
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Erin Doyle is an experienced digital marketing specialist and comms expert.

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