The 4A’s, the leading trade organisation for marketing communications agencies, is launching The Conscious Creative Movement, bringing together heart-driven creators who believe ideas and positive thinking can change the world.
Conscious Creative, created in partnership with David&Goliath, aims to prove that at the heart of creativity lies a purpose that is undeniable and authentic. The movement will show that there are no limits or parameters to the power of purpose-minded creativity or the ripples it creates for companies, communities, and commerce, through such positive efforts as increasing diverse leadership in our industry, reducing carbon footprints, and helping families transition from homelessness.
Marla Kaplowitz, President & CEO, 4A’s said, “There has never been a better time than now for creativity to bring change to the world. Our agency community has the power to generate purposeful impact to change the lives of many, while also driving revenue and growth for their clients and brands.”
The initial creators include Matt Curry, Chief Creative Officer of Butler, Shine, Stern & Partners; Jason Harris, CEO of Mekanism; Kat Gordon, Founder of the 3% Conference; Tiffany Persons, Founder of Shine on Sierra Leone; Lauren Rieckhoff and Karen Duffy, Co-Founders of wilyfoXX; Bill Oberlander, Co-Founder and Executive Creative Director of Oberland; Kirk Souder, Co-Founder of Enso; Mick Ebeling, Founder and CEO of Not Impossible Labs; Treger and Rob Strasberg, Creators of Humble Design; Libby Brockhoff, CEO and Founder of Odysseus Arms; and artist Robert Vargas.
Each of these Conscious Creators has experienced a moment of realisation—that the power of creativity can be used to enact positive change in the world—and has then demonstrated that power through creative work.
This movement brings these like-minded thinkers together, encouraging others to harness their talents as thoughtful, committed citizens to change the world for the better.
“As creators in the modern era, we have this amazing opportunity to step outside of the conventions of our creative industry and not just talk about purpose, but truly live it,” said David Angelo, founder and chairman of David&Goliath.
“To create a new paradigm for creative impact. One that is sustainable, measurable and contributes to the greater good of the whole, not just ourselves. To be conscious in a world of creativity is about being authentic to our true selves and empathetic to the world around us, while effectively growing our businesses and making an impact. This movement is about recognising the creators who are genuinely making a difference in the world in hopes of inspiring others to do the same.”
Conscious Creative will take on many forms and can exist as an advertisement, film, mural, speech, song, or a cultural movement. Each creator is featured in a video that shows their passion for purpose-based creativity. But this isn’t about a one-off execution—it’s about a shift to a purpose-led mindset.
Creators who believe in the power of positive thinking to change the world can get inspired at ccm.aaaa.org.