Over the past decade, we have witnessed the rise of advertising campaigns that promote the common good. Brands and advertising agencies have pivoted towards campaigns that address social and environmental issues, but this trend raises a fundamental question: To what extent is this commitment is authentic, and to what extent is it just a business strategy? Often times, campaigns are a façade, and once the lights go out, true engagement seems limited.
The capacity of creatives to inspire, educate and mobilize is undeniable. Advertising has the potential to be a transformative force, but the real challenge comes down to ensuring that brands’ actions and values align with the messages they promote. The industry must demonstrate that their commitment to the common good is authentic and long-lasting.
The 2024 Luum Awards will highlight the use of creative advertising as a force for good. This year, the awards festival is organizing a volunteer activity in conjunction with its awards dinner, in the Sacred Valley of the Incas, in Peru, so that professionals from the creative industry can have the opportunity to learn from and contribute to nonprofit organizations in the Andes Mountains. We have selected Niños del Arcoiris, El Proyecto Q’ewar and VidaWasi, as the organizations were we will send our festival participants. At these organizations, the creative community will be able to contribute to efforts related to education, accessable healthcare, and sustainable job creation in a region that faces a lot of basic needs.
The Luum Awards seeks to do more than simply recognize creative advertising. The festival seeks to encourage creatives to produce campaigns that also have a true positive impact on society. This year, the Luum Awards is striving to achieve authentic engagement, incorporating volunteer experiences in Peru’s Sacred Valley of the Incas, as a way to connect creativity with concrete actions.
Participating in these volunteer sessions is a concrete way to test the industry’s true commitment to collective well-being. It’s challenging for all of us in the creative industry, to ensure that our intentions go beyond words and translate into real, meaningful actions.
We invite advertising professionals, whether or not they have pieces to submit to the festival, to join us for these volunteer activities, and to help us prove that creatives from the advertising industry can transform lives and communities in tangible ways.
For more information on how to participate and contribute to these efforts, and to learn more about the 2024 Luum Awards, visit the official Luum Awards website. This is your chance to start making a real difference.