Brand Activism: Campaigning Through Creativity
Creativity has always been a catalyst for change. It doesn’t just sell, it speaks out. That was the theme of our recent panel event on brand activism.
GOOD was joined by Liz Walden, Director of Global Communications, MSI Reproductive Choices and Jessie Macneil-Brown, Head of Social Mission Europe, Ben & Jerry’s, plus our very own Executive Creative Director, Bryn Attewell.
The conversation, moderated by GOOD’s Managing Director, Nilesha Chauvet, explored how brands and charities can use creativity to take a stand, navigate risk, and create work that cuts through division. Here are the key takeaways:
When Activism is core to who you are
For MSI activism isn’t a choice; it’s survival. MSI is a service provider whose main priority is to ensure that contraception and abortion are made accessible to those who need and want them. However, women’s reproductive rights are becoming an increasingly politicised issue. Liz tells us: “Our campaign work and our public voice are driven by our values and our belief in this work. We have no option but to speak out, and to speak out strongly for the issues we believe in, in order to protect our ability to operate and continue doing the work that we do.” She continued, “Last year, 24 million women around the world accessed contraception and abortion services through MSI. Our activism is about protecting their rights.”
For Ben & Jerry’s, activism has been central since day one. “We’re an activist brand that makes ice cream,” explained Jessie. “Our mission is to work with grassroots movements, bring our fans on the journey, and push for systemic change. Activism comes first for us. It’s in our DNA.”
Bryn summed GOOD Agency’s stance by saying, “We put the act in activism. Creativity isn’t just about making noise, it’s about inspiring action and showing that brands with real belief and values can cut through.”
Creativity as the Cut-Through
One recurring theme was the power of creative storytelling to make complex issues simple, urgent, and impossible to ignore.
Liz recalled the striking campaign GOOD created with MSI when President Trump reinstated the Global Gag Rule in the US: a woman’s mouth covered by Trump’s signature. “It encapsulated the issue in one image, that his literal signature was silencing women. It was smart, simple, and devastatingly clear.”
Ben & Jerry’s uses its playful tone to reach new audiences on serious issues, such as refugee rights. Jessie quoted the brand’s co-founder, “If it ain’t fun, why do it?” and further explained, “Our job is to distil complexity, make people stop scrolling, and bring them into the conversation.”
For Bryn, timing is everything: “Truth is the most powerful weapon we have, but context is what makes it contagious. If you can land the right message at the right moment, you have impact.”
Balancing Bravery and Risk
Of course, activism carries risks, from alienating audiences to straining political relationships. But the panel agreed that integrity and preparation are key.
Liz emphasised the importance of alignment: “We only speak out when it feels instinctively right and evidence backs us up.” The risk of silence is often greater than the risk in campaigning.
Jessie added, “It should never be about us; it’s about the issue. That authenticity is what protects you. People won’t always agree, but that’s the world we’re in now.”
Bryn reminded us that “Bravery doesn’t have to mean recklessness. Do the work before the work; ground your creativity in truth, lived experience, and context—and you can be bold without being irresponsible.”
Here are the key takeaways for organisations wondering how to step into activism.
- Stay true to your values. “If people believe in your cause, they want to see you take a strong stance,” said Liz.
- Lead with empathy. “Never speak for people, speak with them,” urged Jessie.
- Be bold but be prepared. As Bryn put it: “Brave work doesn’t have to be risky work.”
In a polarised world, creativity is more than a marketing tool. It’s a force for justice, optimism, and change.
