This was not an advertising campaign that is media driven – it wasn’t about reach and frequency, it was about tangible contributions and adding value that advances the lives or livelihoods of the people in emerging communities, called Blue Towns.
We spent time understanding our audience and their context by physically immersing ourselves in their lives. We conducted in-depth interviews, which unpacked what the communities’ thought would be meaningful change. The insights discovered were used to align the brand with a cause that would resonate with their communities of interest.
Our discoveries led us to develop a social impact initiative called Collective Shapers. It aims to give unemployed youth the power to change their futures through an agriculture skills development program.