#PullUpAustralia was a social campaign by Aussie WOC in 2020 aimed at addressing the lack of representation and/or misrepresentation of people of colour (POC) in Australian marketing and media. Unlike other social campaigns, we welcome everyone to "pull up". Anyone could participate by sharing the campaign on their social media and asking for more or better representation.
What asked for the following from brands:
1) 30% of POC representation
Race-conscience hiring across all levels of the company with importance on understanding how diversity helps your business
Non-performative inclusion of POC in marketing and advertising
For retailers stocking at least 30% POC-owned Aussie brands
2) Diversity and Inclusion training for existing staff with a special focus on education for white employees
3) Creating safe spaces for POC to operate and work in
4) Complete transparency of initiatives undertaken and ensure quotas and deadlines are attached action plans
Our current call to action is focused on fashion, beauty and media where we requested brands to commit to 1 in 4 people posts on Instagram being POC. Some of the brands that have committed are:
Bec & Bridge
ModelCo & McoBeauty
The #PullUpAustralia campaign was a collective effort with Pull Up For Change Australia.