What Attitude Foundation does

Attitude Foundation Limited is an Australian non-profit media advocacy organisation founded in 2014 by Graeme Innes AM, Australia's former Disability Discrimination Commissioner, and headquartered in Brunswick North, Victoria. Its core function is generating authentic representation of people with disability in Australian media through original content production and policy advocacy. The foundation produces a portfolio of human-made media including the Perspective Shift documentary series (aired on ABC, SBS, and SBS On Demand), the ReFramed and Love Without Limits podcasts, the Emerging Voices internship programme (run in collaboration with Channel 31), and the ALL IN programme (co-produced with C31 and Powerd Media, winner of the 2025 Antenna Award for Best New Program). It also distributes educational resources and study guides to Australian high schools.

The underlying technology stack is non-existent by design: Attitude Foundation is a content and advocacy organisation, not a software company. Its "products" are media artefacts, policy frameworks, and training programmes rather than platforms. There are no APIs, SDKs, or proprietary software systems documented; the only digital surface is a Sanity-hosted marketing website (attitude.org.au) and self-published video/audio on YouTube and major podcast platforms.

The business model is a donation-and-grant charity model. The organisation holds Deductible Gift Recipient status and funds operations through individual donations, corporate sponsorships, and grants. ANZ has served as Founding Sponsor and principal partner since September 2015, providing seed funding and skilled secondees; additional sponsors include Life Without Barriers, PwC, Curtin University, HWL Ebsworth, Gilbert + Tobin, Cerebral Palsy Alliance, and Northcott. Distribution is partnership-led (broadcasters and schools) rather than commercial. No pricing model applies. Critically, the Board announced in 2025 a decision to cease operations and lodge a de-registration notice with ASIC by 30 June 2026, placing the organisation in a wind-down phase despite still being technically operational.

Name

Attitude Foundation

Legal name

Attitude Foundation Limited

Website

https://attitude.org.au

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

Attitude Foundation is an Australian non-profit, founded in 2014 and based in Melbourne, that produces documentaries, podcasts, internships, and policy advocacy to drive authentic media representation of people with disability in Australia. It is funded by donations and grants and is winding down operations ahead of ASIC de-registration by 30 June 2026.

Ownership category

akta.pro rank

Product category

Disability Media Advocacy

NAICS

Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (516210), Broadcasting and Content Providers (516)

SIC

Services-Motion Picture & Video Tape Production (7812)

akta.pro primary industry

Disability Services & Assistive Solutions (Accessibility, Assistive Tech) (BPAGALAM)

akta.pro secondary industries

Accessible Media Production (Alt Formats, Captioning, Audio Description) (EDALAGAC), Special Education & Accessibility-Optimized Media (UDL, AAC, Captioning) (EDAGALAH), Podcast Transcription, Captioning & Accessibility Services (MPACADAK)

Keywords

• Disability media advocacy
• Authentic storytelling
• Disability inclusion training
• Non-profit media production
• Inclusive broadcasting

Headquarters

HQ city

Brunswick North

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Donations and Grants: The organization relies on donations and grants to undertake its work. Support ranges from Premium sponsors to in-kind support. Individual and corporate donations utilize the organization's Deductible Gift Recipient status.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Attitude Foundation produces authentic media content created by and featuring people with disability, including the Perspective Shift documentary series, the ReFramed and Love Without Limits podcasts, and the ALL IN television program. It also delivers the Emerging Voices internship program that trains people with disability for careers in creative media, and publishes Media Guidelines and Education Resources for media professionals and schools.

Product overview

Attitude Foundation operates as a non-profit organization focused on generating authentic representation of people with disability in media. The organization produces a portfolio of media content including the Perspective Shift documentary series, ReFramed and Love Without Limits podcasts, and runs the Emerging Voices internship program. The core mission is to challenge stereotypes by creating opportunities for authentic media representation, supported by educational resources and guidelines for media professionals. The organization ceased operations in 2024 but planned to continue until ASIC de-registration by June 2026.

Differentiator

Problem solved

Functional benefit

Products and services

• Perspective Shift A documentary series featuring young artists with disability discussing their creative practice and life experiences, aimed at challenging misconceptions about disability and improving community attitudes through authentic storytelling. Aired on ABC, SBS TV and SBS On Demand.
• ReFramed A podcast exploring and critiquing the representation of people with disability in screen media, produced as studio-recorded episodes available on YouTube and major podcast platforms.
• Love Without Limits

Quantifiable outcome

• ALL IN won Best New Program at 2025 Antenna Awards
• +1 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

15 partnerships are on record, tiered core and minor.

• Powerd MediacoreStrategic or Co-development Partner · 8 December 2023The Attitude Foundation partnered with Powerd Media, a new online platform created by and for people with disability. They collaborated on the 'ALL IN' program which won the 2025 Antenna Awards Best New Program Award.
• Life Without BarrierscoreOthersListed as a supporter/organization partner on the Friends page of the Attitude Foundation website.
• PwC (PricewaterhouseCoopers)minorOthersListed as a supporter/organization partner on the Friends page.
• Curtin UniversityminorOthersListed as a supporter/organization partner on the Friends page.
• HWL Ebsworth LawyersminorOthersListed as a supporter/organization partner on the Friends page.
• Gilbert + TobinminorOthersListed as a supporter/organization partner on the Friends page.
• Cerebral Palsy AllianceminorOthersListed as a supporter/organization partner on the Friends page.
• NorthcottminorOthersListed as a supporter/organization partner on the Friends page.
• IntopiaminorOthersListed as a supporter/organization partner on the Friends page.
• BelongminorOthersListed as a supporter/organization partner on the Friends page.
• Documentary AustraliaminorOthersListed as a supporter/organization partner on the Friends page.
• TCC InternationalminorOthersListed as a supporter/organization partner on the Friends page.
• BDJminorOthersListed as a supporter/organization partner on the Friends page.
• Taste CreativecoreStrategic or Co-development PartnerAward-winning production company selected to film the Attitude Foundation's television series. Taste Creative has a passion for inclusion and diversity and employs people with disabilities through inclusive filming workshops with their sister organization Bus Stop Films.
• Screen Diversity and Inclusion Network (SDIN)coreStrategic or Co-development PartnerAustralian network launched to advocate for greater diversity and inclusion on mainstream Australian screens. Includes major broadcasters (ABC, SBS, Ten), Foxtel, and government film bodies.

Scale indicators4 records

Recent moves7 records

Expansion highlights3 records

Broad incumbents

• Cerebral Palsy Alliance: Major Australian disability service provider and sponsor of Attitude Foundation. Larger entity providing broader disability services and research where media representation is one of many focus areas.
• Inclusion Australia: National disability advocacy organisation representing people with intellectual disability and their families. Larger-established peer working on systemic inclusion outcomes overlapping with Attitude Foundation's policy and representation mission.
• Life Without Barriers: Large Australian disability and community services organisation and Premium Sponsor of Attitude Foundation. Overlaps on disability advocacy and inclusion, but operates at far larger scale across multiple service lines.
• Australian Human Rights Commission (Disability Rights): Federal statutory body where founder Graeme Innes served as Disability Discrimination Commissioner (2005-2014). Operates national anti-discrimination and human rights policy frameworks intersecting with Attitude Foundation's advocacy remit.

Direct peers

• Powerd Media: Online platform created by and for people with disability, co-creator of the ALL IN program with Attitude Foundation and C31. Direct peer in disability-led media production and platform distribution.
• Screen Diversity and Inclusion Network (SDIN): Australian industry network advocating for diversity and inclusion on mainstream screens, including major broadcasters (ABC, SBS, Ten) and Foxtel. Listed as a strategic partner of Attitude Foundation and operates in the same disability/media representation space.
• Media Diversity Australia: Australian organisation tracking and advocating for cultural diversity in media. Operates in adjacent space of authentic representation in Australian screen media, though its lens is cultural/ethnic rather than disability-focused.
• Documentary Australia: Not-for-profit that supports and distributes Australian documentary films with social impact. Listed partner of Attitude Foundation and shares the model of producing documentary content with mission-driven outcomes.
• Taste Creative / Bus Stop Films Production Studio: Award-winning Australian production company filming Attitude Foundation's television series, with sister ties to Bus Stop Films and a stated passion for inclusion and diversity. Direct peer in producing accessible content featuring people with disability.
• Bus Stop Films: Sister organisation of Taste Creative (Attitude Foundation's production partner), Bus Stop Films runs inclusive filmmaking workshops for people with disability. Directly comparable mission of disability inclusion in screen media and shared creative-sector training model.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/Ausattitude
• Facebookfacebook.com/ausattitude
• LinkedInlinkedin.com/company/attitude-foundation-limited

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds

Investors

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M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Attitude Foundation