GABBERISH #24: PURPOSE
Illustration by Kennedy Harris, Brand Manager at 72andSunny, @moodymedia_
Edited by Chloe Saintilan and Natalie Rempalski
Sitting in our US homes during the pandemic, we felt helpless. Our cities were falling apart around us, and there was nothing we could do about it.
The advertising industry sat still. Then, as weeks passed and people moved through the initial shock of what was happening, we saw it get to work. A wave of purpose-led creativity set off.
Agency folks all over the world rolled up their sleeves and put their creativity to use–and it was inspiring to watch. We saw PSA’s to get people wearing masks. Initiatives aimed at supporting small businesses. Programs converting breweries into hand sanitizer manufacturers.
The pandemic proved the true power of creativity to fuel purposeful change.
This groundswell of creativity inspired us to edit this issue - diving into the mysterious and powerful sense of ‘purpose’ in all its forms. Purpose led people to our industry–and it’s led to some leaving it altogether to start something new. It’s led to campaigns that have genuinely impacted the world and initiatives that are transforming our industry.
We’ve curated a selection of creators who are led by a sense of purpose, and are making the world better because of it. The features include:
Marina Vasilieva, who pursued her sense of purpose through a side hustle she co-created, The Lost Vintage, raising much-needed funds for a local vineyard during the bushfires in Australia.
Bernice Chao and Jessalin Lam discuss how their sense of purpose led them to launch the ground-breaking industry initiative Asians in Advertising.
Elisha Greenwell, Co-Managing Director of Brand Citizenship at 72andSunny and founder of non-profit Black Joy Parade, who unpacks her relationship with purpose both at work and outside of it.
Hillary Oneslager talks to us about changing careers altogether to find her purpose - leaving the ad industry to pursue medicine - ending up in ER during the height of the pandemic.
Natalie Warther explores purpose through the lens of poetry.
Leah Morris, editor of The Mavens, talks about starting a feminist movement within the advertising industry.
Charlotte Cramer, strategist and best-selling author of the Purpose Myth, challenges our very understanding of purpose.
Payal Pereira talks merging her purpose and career in creativity.
Creative team Lexi and Chanel at R/GA NY talk about how their sense of purpose drove them into advertising—through One School—and led them to pursuing side hustles outside of it.
Wherever you are in the world—whether you’re emerging from long lockdowns, or navigating your way through another—we hope this issue inspires us all to reignite our sense of purpose and use our collective talents to create change. No matter how big or small.
