“Why Minneapolis Agencies Are Poised to Lead the Inclusion Revolution” by Kelsey Lindell, Founder + CEO @ Misfit Media
By The Minneapolis Egotist / /
The first time I ever saw a disabled person in advertising or marketing was in Minneapolis. Largely because I’m from here and was eight years old, but it was everyone’s favorite inclusive champion of people with disabilities who changed my life: Target. Growing up disabled means you’re low-hanging fruit to bullies, which meant my childhood was spent being tormented by one awful little girl in particular who happened to model for Target. Because of her persistence in making my life miserable, I resorted to doing a third-grade project that was supposed to be in a group, alone. Because I had no friends, thanks to her. I went to the supply aisle, looked up, and saw the child whose favorite sport was making me cry, and next to her, a little boy with Down Syndrome.
I didn’t have words to fully process it at the time, but I knew in my soul that there was someone who saw kids with disabilities like me and children without disabilities like her, the same. I’ve had a bright red bullseye tattooed on my forehead since.
Corporations aside, Minneapolis has long been a hub for creative innovation, and local agencies are proving that inclusion is more than just a buzzword—it’s a priority. From production teams to full-scale ad agencies, many are taking important steps to ensure disability representation isn’t just an afterthought. But while progress is being made, the numbers still reveal a stark reality: Less than 1% of ads authentically feature disabled people, and even fewer do so equitably.
This creates both a challenge and an opportunity. As local leaders demonstrate what’s possible, they also highlight the critical need for sustainable frameworks, training, and accountability to ensure that inclusion becomes a consistent, actionable part of how we work—not just an aspiration.
Local Leaders Leading the Way
Inclusive efforts from Minneapolis agencies highlight the potential of what’s possible when intention meets action:
– Betty: Reimagining what accessible work looks like and empowering their internal teams with ERGs.
– Carmichael Lynch: Their Subaru ad, shortlisted at Cannes Lions, broke new ground by showing disabled people living full, complex lives without resorting to tired tropes or stereotypes.
– Bold Orange: Every single creative at Bold Orange participated in comprehensive disability inclusion training, ensuring their strategies are grounded in authentic representation.
– Acowsay Productions: With seven regional Emmys, this production company has become known for its powerful disability-branded storytelling, centering lived experiences in ways that challenge and inspire.
These efforts show that Minneapolis agencies are invested in doing the work, but even the best initiatives can falter without consistent follow-through. What’s missing isn’t just intention or execution—it’s the systems, frameworks, and accountability needed to ensure that inclusion is built into every stage of the process.
The Missing Piece: Systems, Frameworks, and Accountability
Inclusion isn’t just about having the right intentions or producing the occasional standout campaign. It’s about embedding the practices, processes, and accountability that ensure every project moves us closer to equity.
That’s where systems and frameworks come in—not to stifle creativity but to guide it and make it more efficient. Here’s where the gaps often show up and how frameworks can fill them:
– Campaign Planning: Without a framework to guide strategy, teams risk missing opportunities to center disability in a meaningful way. Starting with questions like, “Whose story is this, and who’s being left out?” helps ensure representation is intentional.
– Creative Development: Workshops and hands-on training can teach teams how to avoid harmful tropes, incorporate authentic perspectives, and create nuanced narratives that reflect the lived experiences of disabled people.
– Ongoing Accountability: Systems are only as strong as their use. Regular reviews, feedback loops, and facilitated discussions ensure that inclusive practices don’t get lost in the rush of deadlines or competing priorities.
Building these frameworks isn’t about adding more work—it’s about equipping teams with the tools and guidance they need to make inclusion an actionable, measurable part of their process.
Why Minneapolis Can Set the Standard
Minneapolis agencies have shown that they’re willing to invest in disability inclusion. The next step is creating the frameworks and systems to ensure that those investments deliver long-term results. That’s where accountability becomes key—not as a burden, but as a way to ensure that inclusion doesn’t just happen sometimes but becomes an ingrained part of how we create.
At Misfit Media, we specialize in providing these tools. Through workshops, frameworks, and ongoing accountability, we help agencies move from intention to action. Our approach ensures teams don’t just learn about inclusion—they live it, integrating what they’ve learned into every stage of their work.
We’ve seen the difference it makes when teams are empowered to lead with inclusion—not as an extra step but as the foundation of their creative process. And we’re here to help Minneapolis agencies take that next step.
The Big Picture
Advertising shapes how the world sees itself. When Minneapolis agencies get disability inclusion right, the impact doesn’t just stop with one campaign—it challenges stereotypes, reshapes narratives, and drives cultural change.
Local leaders like Betty, Carmichael Lynch, Bold Orange, and Acowsay Productions have laid the groundwork. Now it’s time to build on it, creating systems and accountability that ensure inclusion isn’t just a moment—it’s a movement. Together, we can show the industry that Minneapolis isn’t just participating in the conversation about inclusion—we’re leading it.
Let’s make it happen.
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