Insight into Impact
In this in-depth discussion we hear from Impact Jury President and Kin Co-founder Kwame Taylor-Hayford and jury members Claudia Romo Edelman, Special Advisor at the United Nations and the We Are All Human Foundation, Priya Prakash, Founder and CEO of Design for Social Change, and Cat Drew, Chief Design Officer for The Design Council.
The expert panel, moderated by Rob Alderson, reveal their personal favourite impact campaigns and explain their choices. From unforeseen consequences to data transparency, and from moving the needle of change to empowering consumers.
Taylor-Hayford speaks about the Volvo Lifesaver campaign by Ogilvy Social Lab, which saw volunteer drivers trained to resuscitate people who’d suffered a heart attack – so when an ambulance can’t make it in time a signal is sent to the nearest qualified Volvo driver, who can attend the scene and try to help. “It's a compelling piece of work from a brand that has hung its hat on safety. In this advert they have taken the safety you experience in a Volvo and extended it way beyond,” he says.
It's a compelling piece of work from a brand that has hung its hat on safety
It was Mr Humfreez by TBWA\New Zealand that caught Prakash’s attention for its sustainable, simple and effective design and message. The wool and wooden sheep alerts children and parents to dangerous levels of damp and cold that can cause mould – an issue that causes many child deaths in New Zealand. “It’s taking unglamorous things and taking this aspect of narrative and storytelling that design tends to do to make this problem really compelling,” she explains.
Drew gives special mention to the Carrefour Act for Food campaign by Publicis which saw the French supermarket restructure and redirect its business to be more profitable, sustainable and reach into the economic ecosystem it exists in to do good. “You can be a force for good and a force for growth in the world, you don’t need to choose,”she reasons.
The panel also cite First Shave by Grey Canada for Gillett for its beautiful handling of trans visibility and for taking an initial financial hit in order to stand up for what is right, eventually seeing results.
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