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.

Project Director

Rika Holden

Rika, the founder of Towards Change, discovered through her role as an ad consultant in Japan that advertisers prioritize profit-making while neglecting social responsibilities, such as positive gender representation. She began to analyze adverts both from business and social perspectives and conducted workshops on socially responsible advertising in Asian and European universities. By gaining attention as an advertising ethics practitioner, she has amassed a large following on social media and encourages the Japanese community to ponder societal responsibility in advertising.

Gender Representation Advisor and Project Coordinator

Raisha Jesmin

Raisha, project coordinator of Towards Change, bringsinsights from her academic background in Gender and International Relations, particularly the importance of intersecting identities in creating various forms of oppression for minority communities, and links it to the advertising industry's norms and practices.

Contributors and Volunteers

misako misako

ｍisako ｍisako is a freelance graphic designer based in Fukuoka, Japan. In parallel with client work for companies and museums, she collects and disseminates information on social issues, including gender issues, and participates in actions such as demonstrations.

Isabel Hay

Designer & Creator

Chen Yi

Marketer and Content Creator

Chen Yi, an MSc Marketing student, has amassed diverse volunteering experiences in crafting creative content marketing to promote social, educational, and sustainable themes over the years. With passion and ambition, she aspires to make meaningful contributions to society and the planet.

Dan Pham

Cameraperson

Charlie Chu

Artist

Myles Hoo

Video Creater

Alok Krishnan

Model and Volunteer

Kathryn Chatfield

Conference facilitator

Kathryn is a seasoned marketing and communications consultant with national and international experience. Her diverse portfolio includes tech giants like Epson, wellness brands like Baby Jogger, and nonprofits such as the College of Paramedics, where she worked to organise the inaugural International Paramedics Day.

Vaishnavi Karamsetty

Workshop facilitator

Leon Robson

Graphic Designer