Why Ruth Madeley’s #DisabilityOptIn Campaign is Important
By: Rachel Charlton-Dailey
Tags: Culture, Disability, Acting, Inclusion, Life

Why Ruth Madeley’s #DisabilityOptIn Campaign is Important

Representation of disability matters, and it starts with employing disabled actors.

Of the 879 series regulars on American TV in 2019, GLAAD found that just 3.1 percent or 27 characters are disabled. Believe it or not this actually a 10 year record high and nine more characters than last year.

But it gets worse — when you consider that the 2018 Ruderman White Paper on Authentic Representation in TV found that 80% of disabled characters on American TV and streaming platforms were played by a non-disabled actor.

So why, when there are so few disabled actors already on TV did a British casting site think it was a good idea to give industry experts the option to exclude disabled actors from apply for roles?

Spotlight, an online platform which allows individuals to list casting opportunities for actors and performers, faced a backlash online after introducing a new option which allowed casting directors to reject applications from D/deaf and disabled performers.

The option, shared by several actors on Twitter states: “Whilst understanding my responsibilities in relation to Schedule 9 of the Equality Act, 2020, unfortunately we are unable to accept submissions from D/deaf or disabled performers for this role.”

After facing a wave of criticism, the option was removed and the platform apologised, stating that the changes were intended to encourage inclusivity in castings. They also explained the reasoning behind the post that had been widely shared:

“The last option that has been shared in screenshots on social media was intended to be used in exceptional circumstances, when there are specific requirements of a role that mean performers with a specific disability could not be considered. To ensure there is transparency and clear communication for performers with disabilities, we offered the option to provide explanatory text to the breakdown to explain why certain people genuinely cannot be considered for a specific role. “

The fact that this was ever allowed to happen and that many able bodied people in the industry welcomed it shows that this problem goes beyond Spotlight, it’s a systemic problem. The lack of diversity on TV and film shows that.

In response to the Spotlight news, disabled campaigner and actor Ruth Madeley, best known for her fantastic role in the BBC show Years and Years started the hashtag #DisabilityOptIn.

I spoke to Ruth about why she started the campaign and why it means so much to her as a disabled actor.

“When I first saw the Spotlight post on my feed I was incredibly shocked that it had been allowed to happen.”

“When I first saw the Spotlight post on my feed I was incredibly shocked that it had been allowed to happen. Throughout the following 24 hours, I was inundated with messages from disabled artists saying how let down they felt yet again by their own industry. By this point Spotlight had responded to the backlash and had posted their apology, which was greatly appreciated; but for me, the problem is so much bigger than Spotlight. This is definitely not a Spotlight bashing campaign — what happened was purely a catalyst for a bigger conversation that clearly needs to happen. It’s about the systematic problem of ableist’s attitudes that very much exist in the industry.

“So many disabled actors were telling me they fear they’ll never work again because it was clear that so many industry professionals wanted to “opt out”. I knew I had to do something to show those people that the world needs their creativity and that they make our industry so much richer. Disability is often seen as one thing and that can be really problematic. There’s a lot of generalisation, which isn’t representative of our community at all. And there’s always the myths that hiring disabled actors will be “more expensive” or “risky”. And of course “there isn’t a disabled name big enough to sell this project.

Ruth in her latest role of Throat in The Watch, coming to BBC America in January

“As a disabled actress, I’ve had the privilege of working on such incredible projects with amazing and inclusive people; but that doesn’t mean it’s always easy.”

“As a disabled actress, I’ve had the privilege of working on such incredible projects with amazing and inclusive people; but that doesn’t mean it’s always easy. You end up being the “teacher” to people, which is fine, but exhausting at the same time. In our industry, we have such a unique opportunity to be able to challenge what people think they know & change perceptions, especially regarding disability. That is a real privilege that we have. My hope is that #DisabilityOptIn becomes a powerful tool that people can use to share positive experiences of working with/working as disabled artists. The more diverse disability stories shown on screen & stage, the richer our industry becomes. The industry needs diversity and that should always include disability.”

Shona Louise is a disability campaigner, writer, theatre photographer and theatre lover.

“Disability representation is slowly getting better, and with that accessibility as well, but incidences like this bring me back down to earth as I remember how far we still have to go.”

“Whilst I’m not a disabled actor I’ve spent the past two years campaigning for better accessibility and representation for disabled people in the theatre industry, whilst working as a theatre photographer myself. So, Spotlight allowing people to say they didn’t want any disabled people to audition was a real kick for us all. Disability representation is slowly getting better, and with that accessibility as well, but incidences like this bring me back down to earth as I remember how far we still have to go.



The first time I entered a rehearsal room where disabled actors were present I was so overwhelmed I was almost brought to tears, the impact of seeing yourself represented cannot be underplayed. Disabled characters should be played by disabled actors but also we need people to be open to auditioning disabled actors for roles that aren’t disability specific, I think we would begin to see some real change when that becomes the norm.”

When there is already so little representation of disabled people in media, we can’t allow ableism to bring us down and stop us. We have to show those who would rather we stayed tucked away at home that we deserve to thrive as much as anyone and will not stay invisible.

You can support Ruth’s campaign by using the hashtag #DisabilityOptIn and sharing on social media.