A QUESTION OF BELONGING The desire to ‘belong’ is underpinned by our sense ofsenses,” she says. “The hero film, which follows 15-year-old autistic social identity – a shared set of ideals and beliefs togirl Ash and her visceral relationship with her favourite hoodie, is an which we relate and subscribe. But why does belongingauthentic and evocative portrayal of being autistic.” make for sucha powerful brand strategy? And how areSo what has the response been like? “For autistic girls to turn on brands tapping into this intrinsic human desire to feelthe TV and see a brand like Vanish making autism feel like a normal part of something bigger? conversation is so powerful – especially in a world that often treats difference as deficit,” says Hollie. “People want emotion, storytelling and connection; they want to see themselves and see that they It feels good to fit in, right? To be one of the gang, welcomed into the matter.” fold. To belong is to feel comfortable in our own skin and accepted Havas Play: The Black Network as we are: in short, it’s to feel like there’s a place for us in the worldAnother Havas agency that very much believes that you relate to and that we matter. what you see is Havas Play in the Netherlands. In 2021, it came up But where does this need to belong stem from? According to Tim with the idea for the multiple award-winning Omroep ZWART (The Parker, Brand Strategy Director at Conran Design Group, it’s driven Black Network), the world’s first intrinsically inclusive TV broadcast in part by cultural evolution. “Feeling like you ‘fit in’ is a fundamental station. human need,” he says. “It’s at the heart of developing and validating “ Many different people live in the Netherlands, but our broadcasting our sense of identity and fundamental to our self-esteem.” landscape lacks diversity,” explainsElias Reinheimer, Chief Creative In the context of a so-called ‘belonging deficit’ – perhaps exacerbated Officer, Havas Play. “Omroep ZWART connects people, regardless of by the splintering of communities and family units in the west – skin tone, preference, heritage, culture, disability, religion or gender. brands are seeking to fill the gap. “Every To put Omroep ZWARTon the map, we brand wants to belongin their consumers’ FEELING LIKEsimultaneously addressed underrepresented worlds,” explains Tim, “and one way to do audiences and invited them to participate. this is to appeal to people’s own yearning YOU ‘FIT IN’ IS AThey became our role models for the new for belonging.” media landscape.” So, how are brands tapping into this? There FUNDAMENTALFor Elias, the network’s success isn’t a are two approaches: first, by focusing on HUMAN NEEDhuge surprise: a wealthof scientific studise fostering a sense of exclusivity. “Brands confirms the fact that representation matters. here create their own in-groups with the “It’s essential for growth and self-acceptance promise of ‘if you’re in, you belong’,” Tim says. “This typically plays – and now, with work like this, we’reable to be more diverse and out in categories that tap into a shared interest (sports, gaming, representative both behind and in front of camera.” entertainment) or for brands with an overt badge value (luxury, Havas Peru: Models who make themselves seen fashion) – like Rapha, which has created communities with Rapha In 2021, Havas Group Peru took a similar approach with its campaign Cycle Clubs, or Hermès, with its exclusive bag waiting lists.” for Cercil, a rehabilitation centre for the blind in Lima. “Society thinks If this approach is brand-centric, a second is more people-centric. that blind or visually impaired people are disabled, and for this reason, “ Brands here foster belonging by reflecting back people’s lives and only 23% of them can get a job,” says Senior Copywriter Juan Carlos identities with the implicit message ‘I see you and I get you’,” says Gallardo. “We wanted to transform Cercil patients into models Tim. “Within this, there’s a spectrum – from those that take a more and help use them to advertise an array of productsWsaed. e hr a overt and activist stance (with varying degree of success – see the professional photo book with casting houses across Peru – and our recent Bud Light controversy in the US) to those that speak to the models ended up being hired in campaigns for brands like Hyundai truths of people’s daily lives. Food and beverage companies often and Scotiabank.” do the latter by reflecting the reality of modern family life.” For Havas Group Peru’s Chief Creative Officer Mauricio Fernández Havas London: Me, My Autism & I Maldonado he Cercil campaign shows that consumers are looking, t Havas London is one agency that took a people-centric, inclusive for brands with purpose. “It’s not enough to be transactional; empathy approach with its recent ‘Me, My Autism & I’ campaign for Vanish, on the part of advertisers is key. As our own Meaningful Brands study delivered in partnership with Ambitious about Autism. The award- says: companies have a better chance of changing society than winning campaign is designed to nurture a conversation that governments themselves.” breaks downmythsand bradens public understandigofautiso n m, So the message is clear: brands have a vital role to play in shaping particularly among girls, who are three times less likely to be society by bringing visibility and social validation to unrepresented diagnosed. (or misrepresented) groups. “Brands have the power to be a force for Hollie Iles, Senior Creative from Havas London, explains that Vanish good,” says Tim. “They can help raise awareness, open up is committed to helping clothes last longer – and for many autistic conversations, actively tackle stereotypes and help ‘normalise’. people this really matters. “Comfort can take on a whole new meaning They’re part of the tapestry of our everyday lives – so what they say when 73% of autistic people use clothes to help regulate their and do really does matter.” THE IDENTITY ISSUE 17