Our founding Director, Steven Johnson grew up on Shadsworth, the subject of last night’s Panorama documentary on BBC1. He dedicated his career to social change as a result. Here he discusses what was so wrong with the BBC’s portrayal.
I grew up on Shadsworth. My mum still lives there (a few doors down from one of the families featured last night), as does my sister, her husband and my nieces and nephews. As a direct result of this experience, I’ve dedicated my career to positive social change.
In the run up to the D&AD White Pencil Symposium and awards evening on the 27th November, our Director, Steven Johnson was asked to write a piece for Creative Review outlining the significance of social change and sustainability for the advertising and creative industries. Part 1 of the article was published in Creative Review on 18 September, with the second available on the D&AD website. This post combines the full text from both parts.
There’s been much valid discussion around whether the term ‘sustainability’ is a help or a hinderance in promoting engagement with the change agenda that it represents, here for instance.
I agree with much of what is being said, especially when it comes to engaging consumers/citizens, but we need to quickly move the debate forward to discuss what we do about it.
I’ve seen the social marketing and behaviour change community go around and around in a similar unproductive circle, with practitioners and academics ploughing through lengthy (some would say pedantic and self-serving) debates about how we talk about what we do.