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Creative trends to consider for your social campaigns in 2023

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We dive into the creative trends observed by the jury for The Drum Awards for Social Purpose.

Earlier, we spoke to the award judges to hear their thoughts on this year’s entries.

Fleury Forbes-Martin, Director of Story and Development, Tall Stories

Whether the action came in the form of meaningful investment, creativity, technological innovation or room for new voices, the most powerful work was agilely put on the doorstep.

Instead, agencies and brands came together to devise revolutionary ways to elevate voices, shine a light on inequalities, and return power to those who deserve it. In doing so, he will continue to inspire a ripple effect that extends far beyond his original brief. I am proud to be part of an industry that leads by example. Maybe it’s because we have less tolerance than ever for empty promises, or maybe it’s because there’s a fundamental shift taking place in the collective psyche.

Either way, I hope with all my heart that the companies and agencies competing in the other Drum Awards take heed of these purposeful renegades and get an immediate sense of belonging to the good (and most fictional) side of history. Feel it.

Graham Nolan, Co-Chair, Storytelling and Partnerships, WeRQ

No progress towards the goal without innovation. Despite all the intentions to change the world – and we know that intention is real and pervasive – Rewarding Work made it clear that if our current strategy worked, we still wouldn’t need to change. The strongest cases expanded and did not reinforce old policies; They addressed real tensions and called for new answers, collaboration and thinking. Not only did the education sector discover new knowledge needs and extend old strategies to new solutions; He simply and effectively reinvented how people should be educated, especially with the desired effect.

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In the most famous work, metric life was changed and the leaders and allies involved understood what the changing world should look like. Our challenges as a society seem incredible; This work shows that creativity is an infinite source of human connection and relief.

Meg Beckum, Executive Creative Director, Elmwood

The good news is that there is a lot of socially conscious work happening in the world. I was particularly impressed by the diversity of social issues – from the environment and sustainability in Ukraine to sexual health, education, and alcohol and substance abuse – and much, much more.

The best work was made possible by two things: extraordinary innovation in technology and deeply authentic expression and storytelling. Artificial Intelligence (AI) and Augmented Reality (AR) have turned brilliant ideas into reality and done so on a massive scale. In addition, the most successful entries tapped into today’s interconnected stream of entertainment, news, politics, social media and advertising. Awareness and education campaigns engaged the language, attitudes and values ​​of their audiences and provided highly engaging and relevant content.

Arya Ganesalingam, Global Chief Marketing Officer, Change Please Coffee

The synergy between technology, storytelling and impact was extraordinary for me this year. I especially liked the entries that didn’t necessarily talk about what they were doing as the core of their campaign, but showed how they could (or more importantly) help the public. The point is that the needy get involved in doing good, and all too effectively (with great conversations and the potential for further empowerment, and driving real change). In general, the best ideas were based on simplicity and were not overly theoretical or complicated, which is ultimately the most powerful and compelling as a judge. Consumer attention spans are rapidly shrinking and message influencers are being forced to behave accordingly.

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Andrea Hartley, Chief Executive Officer, Skating Panda

The overall theme I saw when looking at the submissions – and I really like that – is a gradual shift to focus on results rather than just looking at outputs in terms of real impact. Integrated campaigns are getting a return on budget by targeting long-term behavior change in society, and that’s exciting. Social impact and targeting have been buzzwords for so long, and over the years I’ve seen them used loosely for campaigns to sound cool and tick the ESG box. So it’s reassuring to see a growing level of work making a real impact, in the right way and for good.

There is depth and rigor in the work both agencies do, as well as their submissions, and it shows that as an industry we take this job seriously. With everything going on in the world – from war to climate, gender inequality and driving diversity and change – it is not surprising that the presentations reflect these most pressing issues. Personally, I found ‘creativity for good’ the hardest to judge purely because the level of the entries was so high due to the global context in their entries and the real impact they had – and continue to deliver.

Source: www.thedrum.com

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