We believe in a world that’s kind AF.
A world where making change feels positive & exciting.
Where compassion is the peak of cool.
Where working for the benefit of others, and for our planet, isn’t seen as weakness - but as strength.
Because it takes strength to question your own assumptions. It takes strength to change life-long habits. And it takes strength to support and encourage others who fall short along the way.
Our goal:
Our goal is to spark practical behaviour change that:
grows a thriving civic culture, with deeper connection between people, our social institutions and our environment; and
spurs social movements towards their tipping points.
We just do it with some… [Keanu voice]… “Whoah.”
Our Approach:
Social Storylab works across a range of media, from online content to real-world activations, to create transformative emotional encounters that are:
Targetted where the change needs to happen.
Rather than preaching to the choir, we aim to work with issue experts to identify the audience who could create the most effective change;Non-partisan and non-judgmental.
We start from a place of empathy, to understand the worldview of our audience and speak with them on their terms;Guided by strategy.
Awareness is great, but change needs more. Once our issues experts identify the practical actions the target audience need to do to create change, we use marketing strategy to guide what our creative work needs to achieve to motivate that action.Always fresh, surprising and emotional.
And entertaining whenever possible.
15 years of creativity and innovation.
Social Storylab is the brainchild of our founder and Creative Director, Lucas Testro.
Lucas has been a leader in the media and marketing industries for 15 years, working as a writer, filmmaker, strategist and creative director. In the film & TV world, critics have described his work as “brash”, “hilarious”, “mind-melting” and “fabulous intelligent, funny & moving”. In the business world, clients trust him for his curiosity, empathy & humour, his outside-the-box problem solving, and the smart insights he brings to articulate their stories in fresh, emotional ways.
Lucas has led both Strategy and Creative teams in agencies, creating successful campaigns and brands for Disneyland Paris, Hasbro, Royal Dental Hospital of Melbourne, Crust Pizza, National Missing Persons Week, Able Foods, Wilson Parking, JAM The Label, Orro and many more…
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