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After Frances McDormand won an Oscar for Best Actress and delivered an incredible speech, the losing nominees came together in a bear hug which is sure to go down in the history of Oscars's best moments.

What is an inclusion rider?

McDormand picked up her trophy that she had set down backstage, thrust it upside down in the air and marched out of the room.

The group's founder and director, University of Southern California professor Stacy Smith, said Sunday's response had been bigger than anything she could ever imagine.

Stacey Smith at the TEDWoman Talk (2016). "That includes 50-percent gender parity, 40-percent inclusion for people of color, five percent L.G.B.T.Q., and 20 percent disabled".

And those numbers have been stark.

"Seriously.at first I thought women weren't standing up and then I remembered there were just a handful of women nominated in all the categories", he tweeted.

About 29 percent of speaking characters were from non-white racial/ethnic groups, compared to almost 40 percent in the U.S. None. Eighty-four films didn't feature one female character that had a disability.

Having examined the data on diversity in US-produced films, which showed that casting was not representative of the population, she suggested that an "equity clause" or an "inclusion rider" could be part of the solution.

And with the #MeToo and "Time's Up" movements, which are working to call attention to sexual harassment and workplace inequality, Smith said she thinks something of a sea change may be underway.

McDormand paid tribute to the power of the campaign, saying "billboards still work".

"I have two words for you: inclusion rider", Frances McDormand said, before leaving the stage clutching her Best Actress Academy Award on Sunday night. "If I fall over, pick me up because I've got some things to say", Frances began. "The fact that I just learned that after 35 years in the film business - we aren't going back".

According to the editors at Merriam-Webster Dictionary, three of the most searched-for terms on Oscar night were "inclusion", "rider" and, tellingly, "feminism".

"For those of you asking about the #InclusionRider, it's created to ensure equitable hiring in supportive roles for women, POC, the LGBT community, & people w/disabilities", the tweet said.