One Small Agency Is Disrupting Adland with Purpose-Driven Campaigns

By The Malketeer

Advertising Can Be A Powerful Tool For Social Change in Bolehland, Too.

In an industry often criticised for superficiality, one small agency in the United Kingdom is proving that advertising can be a powerful force for social change.

Shape History, the brainchild of unconventional Co-Managing Directors Lauren Kay-Lambert and Ed Fletcher, is rewriting the rules of engagement in adland.

Outsiders by Design: The Power of Fresh Perspectives

It’s a tale as old as time: industry outsiders shaking up the status quo.

Kay-Lambert and Fletcher, with backgrounds in women’s rights and children’s charities respectively, brought a unique lens to the world of advertising.

“A lot of people find it weird,” Fletcher admits, “but I think we’ve been able to come up with lots of different fresh air buys.”

This outsider status, far from being a hindrance, has become their secret weapon in a market saturated with cookie-cutter campaigns.

Kay-Lambert adds, “There’s a prior belief within some traditional teams that you have to keep certain things from your team or treat clients as clients. But ultimately, we’re being paid to do a job, and we see our role as being to create as much impact as possible.”

From Votes to Voice: Campaigns that Move the Needle

Shape History’s impact is far from theoretical.

Their ‘Give an X’ election drive, a collaboration with mylifemysay and the #iwill movement, reached over four million young people aged 18-24 in the UK.

Nearly half a million of those clicked through to register to vote, potentially shifting the political landscape.

But it’s not just about numbers.

The agency’s Amnesty International campaign, starring Olivia Colman and Adrian Lester, was so provocative it was banned from television for being “too political” – a badge of honour in the world of impact-focused advertising.

The Art of Authenticity: Going Beyond the Brief

Associate Creative Director Zoë Dawson’s approach to the Amnesty campaign reveals the depth of Shape History’s commitment to authenticity.

By writing multiple episodes as if crafting a drama series, Dawson tapped into the power of storytelling to illuminate human rights issues.

This dedication to genuineness extends to their youth-focused campaigns.

Regular sessions with focus groups ensure that every aspect, from tone to platform choice, resonates with the target audience.

Growing Pains and Global Gains

From a three-person video production outfit to a 30-strong team of strategists, writers, and planners, Shape History’s growth mirrors the increasing demand for purpose-driven campaigns.

Their expansion to Edinburgh, focusing on social issues like homelessness and environmental concerns, shows a commitment to tackling local issues with global implications.

The Future of Purpose-Driven Advertising

As Shape History continues to evolve, one thing remains clear: their commitment to creating meaningful impact.

From braving flash floods in Kenya to ensure culturally appropriate messaging, to challenging political apathy among youth, this agency is proving that advertising can be a powerful tool for social change.

In a world where consumers are increasingly demanding that brands take a stand on social issues, Shape History isn’t just riding the wave – they’re creating the tsunami.

As the advertising industry grapples with its role in shaping public opinion and behaviour, agencies like Shape History are lighting the way forward, showing that purpose and profit can not only coexist but thrive together.

The question now isn’t whether purpose-driven advertising will become the norm, but how quickly the rest of the industry will catch up to the standard Shape History is setting.

This challenge extends to our own nation, Malaysia, where numerous social issues affecting various communities present opportunities for impactful campaigns.

Malaysian ad agencies should take up the mantle of purpose-driven advertising, addressing pressing concerns such as environmental conservation, social inequality, and cultural preservation.

By doing so, they can not only drive positive change but also position themselves at the forefront of a global shift in advertising philosophy.