Trevor Robinson has pushed the advertising industry to be more diverse for three decades. As the Black Lives Matter movement grew exponentially last year, Robinson relaunched the “Create Not Hate” initiative, which originally debuted 13 years ago to elevate the voices of underrepresented people in creative industries. Online media reach has hit 490 million so far, with no ad spend. In just eight weeks it helped 100 creatives make a multichannel, anti-racist campaign centered on London’s Notting Hill Carnival. A poster campaign, “The Little Things Build Up,” etched casual and callous microaggressions into the flesh of Black Britons, and “Heated Conversation” explored how innocent actions can be misinterpreted through the lens of prejudice. At the same time, Robinson’s agency and production company, Quiet Storm, celebrated its 25th anniversary in 2020, and the independent shop shifted its ownership model to an employee trust—100% of the agency now belongs to staff.
The original version of this article was originally published on Ad Age.
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