{"id":6698,"date":"2024-05-01T01:04:41","date_gmt":"2024-05-01T05:04:41","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2024\/05\/01\/its-about-need-why-your-agency-and-everyone-in-it-will-benefit-from-social-impact-work\/"},"modified":"2024-04-29T19:07:09","modified_gmt":"2024-04-29T23:07:09","slug":"its-about-need-why-your-agency-and-everyone-in-it-will-benefit-from-social-impact-work","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/its-about-need-why-your-agency-and-everyone-in-it-will-benefit-from-social-impact-work\/6698\/","title":{"rendered":"It\u2019s About Need \u2013 Why Your Agency (and Everyone In It) Will Benefit From Social Impact Work"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Anne Elisco-Lemme, executive creative director, Duncan Channon<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Seven years ago, a friend, an advertising freelance writer, asked to pitch me an idea. She showed up at my home with two beers, her kids and a laptop. Ten minutes later, she flipped open her computer to show page one of a presentation that read, \u201cWhy I can only work on accounts that have purpose and why I want to build this practice at Duncan Channon.\u201d Before she could barely get a word out, I slammed my fist on the table and loudly said, \u201cSold!\u201d She laughed and said, \u201cThere are like 20 more pages\u2026\u201d to which I replied, \u201cI don\u2019t need to see them.\u201d We never got to the beers.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">What she didn\u2019t know is that mentally, I was already there. For the past four years I served as the creative director on the California Tobacco Prevention Program (CTPP) business and knew firsthand what this kind of work meant. I\u2019d already done beer, I\u2019d done chips, I\u2019d done fashion \u2013 and don\u2019t get me wrong, I loved working on those businesses \u2013 but something in me shifted when I started taking on the tobacco industry daily.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">What emerged was the notion of \u201cthose other businesses don\u2019t need me.\u201d The hot, sought-after categories have plenty of people banging down the door to get in. But work that makes a social impact? Not so much. It\u2019s weighed down with preconceived beliefs like: clients won\u2019t want to take risks. Budgets will be small. We can\u2019t be creative. None of which is categorically true.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">After working with CTPP, we\u2019ve gathered other accounts in the category. We\u2019ve helped people overcome lifelong fears of putting their trust into medical research when decades of horrific abuse have told them otherwise. We\u2019ve shed light on what it truly means to be in the foster care system. We helped get ballots into the hands of disenfranchised voters of color. The list goes on.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">When you work on businesses like this, you start to see the world differently because you\u2019re finding answers to deeper questions. Working on the anti-tobacco business, I learned that most adults started smoking in their early teens. They were<em> kids<\/em> (or as the tobacco industry has called them in documents \u201creplacement customers\u201d) whose young brains were wired for addiction. So I now find myself \u2013 by my own volition and on my own time \u2013 speaking at City Council meetings to oppose misguided ideas such as: \u201cLet\u2019s get law enforcement involved when underage kids are vaping.\u201d<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Working on the Covid vaccine campaign for the state of California, I was offered coffee from Mexican farm workers in their portable home next to the fields in the pre-dawn hours. Unable to speak Spanish, I watched their faces and the face of my producer (who spoke Spanish beautifully) as they told stories of being separated from the people they love for over 13 years and what kind of toll that takes. But also evident was how proud they were to be aiding their families back home. These were stories of hope and resistance. Yes, they would get the vaccine. Yes, they would allow us to film them. Their families relied on them to remain healthy and they wanted to help.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">I had the honor of getting to know a 30-year old male wrestling with the trauma of foster care. Formerly a dancer when he was younger, he had given up on this dream. But through the short film we made and with help of a director who has the deepest, purest soul I have ever seen, he tapped into a strength and long-discarded belief in himself \u2013\u00a0 and began to dance again as a way to heal. A short time later, he got accepted into a world-prodigious dancing program in Italy.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">My world is so much richer working on these accounts. But it\u2019s not just me. I often have creatives ask to be put on our social impact work because, as one person put it, they \u201cWant to do something that feeds their soul.\u201d And our Director of Talent Acquisition and Equity often relays stories of how prospective talent cites this work as something that makes our agency appealing and different.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">In an unjust and heartbreaking world where so many of us are screaming into our own echo chambers, this is a tangible way to actually <em>do<\/em> something.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">This kind of work takes us ever so briefly out of a world of capitalism and commercialization \u2013 into a world of community and compassion. And as I typed out the next words \u201cand who wouldn\u2019t want that?\u201d I hit the delete button\u2026back\u2026back\u2026 back\u2026 because that isn\u2019t entirely accurate. It\u2019s not about want. It\u2019s about need.<em> Who doesn\u2019t need that?<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In an unjust and heartbreaking world where so many of us are screaming into our own echo chambers, this is a tangible way to actually do something.<\/p>\n","protected":false},"author":7,"featured_media":6699,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[3],"topics":[2],"class_list":["post-6698","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-brands-marketers","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>It\u2019s About Need \u2013 Why Your Agency (and Everyone In It) Will Benefit From Social Impact Work | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/its-about-need-why-your-agency-and-everyone-in-it-will-benefit-from-social-impact-work\/6698\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"It\u2019s About Need \u2013 Why Your Agency (and Everyone In It) Will Benefit From Social Impact Work\" \/>\n<meta property=\"og:description\" content=\"In an unjust and heartbreaking world where so many of us are screaming into our own echo chambers, this is a tangible way to actually do something.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/advertisingweek.com\/aw360\/news\/its-about-need-why-your-agency-and-everyone-in-it-will-benefit-from-social-impact-work\/6698\/\" \/>\n<meta property=\"og:site_name\" content=\"AW360\" 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