There’s so much more accountability now with social media.
Exactly. In the last ten years brands have really been pushing for transparency, which is cool. But they’ve got to know that the consumer is going to put them to the test, and if they fail, then social media will spread. Traditionally, a lot of brands have approached the youth in a condescending manner, like, kids don’t care, let’s just give them fast fashion etc. But the kids really do care. And that’s the thing, it was really easy for previous generations – ours even – to put the blinkers on and ignore everything. But kids now are like – “Who do they really stand for?”
Who do you want to reach with Public Outcry?
Everyone. We’re not just making art for artists; we want to have impact with real people. The brief is: how can we use this platform to reach people outside of our immediate circles? So even when we were talking about it in this beginning, activation phase, we need to make sure we’re talking to a cross section of people. We keep saying: your issue is my issue. We need everyone involved; it’s not some niche thing only for people in the creative communities. And we need to make sure we don’t have just a westernised perspective. Most importantly we want to challenge the media bias. Everyone is really aware right now, but what are they aware of? Where are their sources? No one is reading ten different newspapers a day anymore, right? Most people get it from Facebook, which is awesome, but it is also filtered according to algorithms.
Plus then there’s fake news to contend with.
Yes! So we’re trying to challenge that. There are a lot of very smart people out there who have been doing this work their entire lives and writing full-time on these issues, and they’re not getting the press they deserve. It’s our job to help shine the light on them.
And a lot of this will naturally play out on social media.
We want to break free from what people are force-fed daily on their feeds. We want to cut through the noise. And in order to do that we need to be the most progressive, we need to use the best techniques, the best creative. We need to push boundaries in everything we do, because we’re very serious about having impact and real engagement. That word is thrown around so much, but what does it even mean? We’ll show you what it means.