About
Towards Change embeds Kaizen values and community engagement in the ad creation process to shape a more ethical and socially responsible advertising landscape.

Mission
This project revolutionizes the representation of marginalized social identities in ads through a community engagement approach.
We redefine advertising by inviting diverse voices to reimagine advertisements through 'Kaizen' workshops. Our workshops entail dissecting adverts, discussing their impacts, and collaboratively reimagining them to be more representative and convey positive messages.

Why 'Kaizen'?
In a world where superficial EDI initiatives are often met with skepticism or resistance, we chose to turn to a foundational principle of Japanese industry: Kaizen, or continuous improvement. Originally rooted in Japan’s post-war manufacturing sector—famously by companies like Toyota—Kaizen is not limited to factories or production lines. It is a universal philosophy that encourages everyone, at every level of an organisation, to seek small, ongoing improvements in all spheres of work and life.
Our Vision
Advertising, which functions as 'invisible education', can influence people's awareness and societal attitudes. We seek to disrupt existing (and regressive) norms and practices in the advertising industry in order to create a more inclusive and socially responsible advertising landscape that reflects the diversity of our global society.

Founders
We are a Bristol based team coming from diverse backgrounds, united by a shared passion for fostering a more inclusive and just world through advertising.