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.

Raisha, project coordinator of Towards Change, joined the team owing to her interest in gender and politics as the project initially prioritized tackling gender stereotypes in advertising. Raisha brings insights 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. 

The project team was thus formed in response to the dire need for the business and advertising spheres to incorporate a more critical social lens in its efforts rather than merely focusing on profits.

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.