Impact Through Creativity: Telling Stories That Matter to Young Audiences
Young people are passionate about serious issues—from climate change to social justice—but how can brands address these topics without sounding preachy or performative?
In this session, Geli Luna of impact-first agency Shape History, and Imali Hettiarachchi of LEGO, share how creative storytelling can make serious issues resonate with Gen Z and Gen Alpha. Drawing from their personal and professional experiences, they’ll discuss how brands can use creativity to address important topics authentically while engaging young audiences in ways that spark real change.
Key Takeaways:
- How creative storytelling can address serious issues with authenticity
- Ways to balance purpose and creativity in youth marketing
- The power of co-creation to amplify young people’s voices
- Strategies to make serious topics resonate without being overwhelming
Geli (she/her) is the Associate Design Director at Shape History, the impact-first agency. Whether it's spatial experiences, creative ideation, or visual storytelling, she believes in the power of design in shaping everyday life. Her first foray into branding won her a D&AD Pencil, which led to her specialising in brand identities and creative comms.
Since working in the social impact space, she has led brand evolutions of NGOs, including Refugee Council and Women Deliver, and developed campaigns for Girl Effect, Amnesty International and SheDecides.
Imali is currently living out a childhood dream, building the LEGO brand on projects that have spanned entertainment, innovation, and reaching gen alpha girls. Before stepping brand-side, she honed her craft at leading creative agencies including BBH, adam&eveDDB and Pablo, working on some of the world’s most iconic and culturally resonant brands.
She’s most energised by work that blends creativity with impact and aims to leave the world better than they found it - standout projects include the V&A, innocent, the UN’s Project Everyone, Art Fund, and the BBC.