“Be What You Say”, Creative Spirit — Droga5 Initiative.
Convincing leaders of creative companies to hire a young person with a disability isn’t easy. So we found a provocative way to persuade the creative industry to hire differently, simply by challenging what they say about themselves. Our campaign borders on emotional blackmail, or at least guilt marketing, but no creative business wants to be seen to be bullshitting about its creative beliefs.
We individually targeted each creative business and challenged their own creative philosophy, values, or principles. Like 'thinking different', 'disruption', or 'artistic risk', and we simply dared them to back it up by committing to creative spirit.
We then took the idea beyond the direct audience, to the wider public audience, so staff of the targeted creative businesses could become involved in putting ‘pressure’ on the company bosses to do the right thing.
Young Spikes Integrated Winner, NZ Fairfax, 2012.
