We caught up with Justin, founder of the brand strategy and communications agency The Cernis Collective, to get his thoughts on supporting the great work of Stand Against Violence.
What inspired you to participate in Marketing for Good?
I made a point of giving back a long time ago and over the years have helped numerous charities. I feel compelled to help people. Plus there’s always room to do a little bit more and seeing the marketing industry call out to its community felt like a good opportunity to take on something new. It’s a great initiative and right that people with skills should use that talent to help others. I’m convinced the cumulative effect of all the help being given by other agencies and professionals will be enormous. It doesn’t matter about the monetary value of the effort just the final output itself and the value it will add to each cause.
Why did you choose to work with Stand Against Violence?
I was struck that out of a great personal tragedy here was an individual (Adam Fouracre, Founder) trying to turn that awful experience into a positive and help others. Plus the fact that a little bit of help could probably go a long way for this organisation. Adam’s brother Lloyd was senselessly killed in a random and unprovoked act of violence in 2005 and with will power, goodwill and huge amounts of effort they had really got something going. I felt we could help add to the momentum in some small way. They say there’s a reason for everything and as hard as that may seem what Stand Against Violence is achieving has probably helped save others from a similar fate. Vulnerability is a horrible state in any walk of life but particularly for young people. Stand Against Violence helps give young people confidence, awareness and the opportunity and skills to help keep themselves safe. It also gives people the reasons not to choose violence.
Carrianne Walker and Pete Mitchell were the students who created the concept of the identity and we helped them develop and craft it along the way. Knowing how hard Adam works and how passionate he is about his organisation I feel privileged to help him. We can only give so much time so I hope what we do adds value. If we can play a part in some of their future success then we’ve done some good and that’s what it’s all about for us. Whether it’s a charity or any other client we like to know we’re making a real contribution, as that’s what we set out to do.
Jump in. My view is the marketing and creative industries are an incredibly generous bunch. With their time, talent and money. I take my hat off to the people who are doing wonderful things out there and their capacity to give back as individuals and organisations. So if you’re not already doing your bit, now is the time to get involved. It’s infectious. Once you see the good your talent and energy can do to help others you might not be able to stop. I reckon you’ll be a better person for it too.