Activism is about standing up for your beliefs in a way that could prove detrimental to your own personal or professional life and it’s a stance that has catalysed some of the most important moments and movements in history.
Activism has always gone hand-in-hand with creative. Indeed, while the message is always the most important piece of the puzzle, without the right delivery that message will never quite catch fire.
But real change is often facilitated not by sheer force alone but by a force guided by a steady and appealing hand. That’s what creative activism is all about – a hefty spoonful of sugar for a medicine that can sometimes be hard to swallow but is, more often than not, of great benefit to society at large.
Creative challenges, inspires and mobilises people in a very specific and powerful way and, as creatives, it’s our responsibility to ensure that power is wielded for the right reasons and in the right way.
Pete Case
Today, creative activism can take many forms and formats, such as street art, flash mobs, viral videos, podcasts, or online campaigns. It can also target different audiences and platforms, such as public spaces, social media, or mainstream media. It wasn’t always so bold and politically acceptable though.
Creative activism has a long and storied history, dating back to ancient times (we’re talking hundreds of years, not pre-Facebook), when people used stories, songs, or symbols, to communicate their messages and values, or to resist oppression and injustice.
Creative activism has also been influenced throughout history by various movements and traditions, from the Dadaists, Surrealists and Situationists, through to the Civil Rights, Feminist and Occupy movements.
Today, it’s a movement that can be seen in everything from major Hollywood films to lowkey social media posts and it’s not just a platform for societal change but could actually be good for your brand.
The Benefits of Creative Activism
- It attracts attention and interest, by using humour, emotion, or surprise, to capture the audience’s curiosity and imagination.
- It communicates effectively and persuasively, by using metaphors, narratives, or visuals, to convey complex or abstract ideas and messages, in a simple or memorable way.
- It engages and empowers, by using participation, collaboration, or co-creation, to involve the audience in the process and the outcome, and to encourage them to take action or make a difference.
- It challenges and transforms, by using subversion, satire, or parody, to expose and critique the status quo, and to propose and envision alternative possibilities and realities.
Creative Activism in Action
The Guerrilla Girls, a group of anonymous female artists, who use posters, stickers, or banners, to expose and denounce the sexism and racism in the art world, and to promote the recognition and representation of women and people of colour in the arts.
Banksy, a mysterious and ubiquitously influential street artist, who uses graffiti, stencils, or installations, to comment and criticise the social and political issues of our time, such as war, consumerism, or surveillance. His Dismaland concept (below) was about as profound an example of creative activism as you’re ever likely to see.
The Yes Men, a duo of pranksters and activists, who use impersonation, hoax, or spoof, to expose and embarrass the corporations and institutions that are responsible for the exploitation and destruction of people and the planet.
Pussy Riot (below), a collective of feminist punk rockers, who use music, performance, or protest, to challenge and oppose the authoritarian and patriarchal regime of Russia, and to advocate for human rights, democracy, and freedom.
Greta Thunberg, a young and influential climate activist, who uses speeches, strikes, or rallies, to raise awareness and demand action on the climate crisis, and to inspire and mobilise millions of people around the world to join her cause.
The Future of Creative Activism
Creative activism is a powerful and inspiring way to use creativity as a tool for societal change. Creative activism can help us to express ourselves, to connect with others, to challenge the system, and to transform the world. Creative activism can also help us to discover and unleash our own creative potential, and to realise that we can all be creative activists, in our own ways and means.
