In today’s world, trauma has become a sustained and widespread issue, affecting individuals from various backgrounds. The creative industries and leadership roles are not exempt from the impact of trauma. Understanding and addressing trauma in these fields has become crucial to creating meaningful content, fostering empathetic leadership, and resonating with audiences.
Cannes Lions – a place for everything to do with creativity – has hosted an insightful talk with Jim Joseph (CEO of Ketchum), Tashni-Ann Dubroy (EVP of Howard University), and Ebony Copeland (Director of Student Help – Howard University) who came from across the pond to share their insights on embracing trauma-informed approach. They delved into the significance of being trauma-informed, exploring its relevance in creative storytelling and leadership, as well as highlighting the need for authentic representation and resilience beyond trauma.
People come to the table with different experiences and you have the power to impact how they are marketed, how we respond to crisis, and what the content in advertising notes about people’s various experiences, socio-economic backgrounds, grievances.
Tashni-Ann Dubroy
Trauma Informed Creativity, Trauma Informed LeadershipExpanding the Definition of Trauma
The definition of trauma has evolved over the years, according to Copeland. “Initially, trauma referred to a significant emotional or physical impact, such as abuse or injury. However, with changing times, trauma is now understood to be any experience that has a lasting effect on an individual’s physical, emotional, or mental well-being. The perception of trauma is subjective, varying from person to person based on the impact it has on their lives.”
This approach, according to Joseph can be applied both in creativity and leadership. “Now, in the world that we live in, trauma really has become sustained and really unsustainable, and if you are part of a marginalised community it is almost unbearable. So we can explore how we can understand that better and become better creatives, better storytellers, better leaders.”
According to Joseph, this trauma-informed approach is not brand new. “It has actually existed in many other industries. Mental health services, police enforcement, security – those industries have been talking about being trauma-informed for years. So it’s time that we pick it up and we understand our audiences, the trauma they may be experiencing, so that we can construct our programming, creativity, and campaigns. So that we understand that and better relate to them.”
Trauma-Informed Approach in Creativity and Storytelling
Being trauma-informed is of paramount importance in creative spaces. Acknowledging and understanding the trauma individuals may have experienced allows for the creation of programming, campaigns, and content that resonates with audiences. It involves recognising the diversity of experiences people bring to the table and how those experiences shape their responses to marketing efforts. By embracing a trauma-informed lens, creatives can humanise their work, fostering empathy and authenticity in their storytelling.
“Trauma is very common,” says Copeland. “Most adults have experienced some sort of trauma. There was a worldwide study that looked into six continents across 70,000 participants. The study showed that 70% of the respondents have experienced some sort of trauma. It has also shown that 30% of those respondents acknowledged that they have experienced at least four traumas.” These traumas, according to all three define how we will create and perceive content.
Dubroy expanded on the idea by adding that “People come to the table with different experiences and you have the power to impact how they are marketed, how we respond to crisis, and what the content in advertising notes about people’s various experiences, socio-economic backgrounds, grievances, etc.”
Moving Beyond Trauma: Resilience and Authenticity
Don’t just put the trauma out there and try to market and make money off the trauma. Make sure that you are looking at what happens after the trauma.
Ebony Copeland
While trauma must be acknowledged, it should not be the sole focus, stressed Copeland. According to her, the narrative should encompass the journey of resilience, showcasing how individuals overcome adversity and thrive despite the negative impacts of trauma. “The trauma is not the end story. The trauma is the beginning. You want to acknowledge trauma, fine. I am at a place where I am over all of the trauma that has been put out there, over the clickbait that makes us want to react, mostly in a negative way.
“So, I’m hoping that we are going to get to a paradigm shift where you can show the trauma, but then show the resilience, show the overcoming, show them going through the process. Yes, there are all the statistics out there. Yes, people are assaulted, women are assaulted, but women continue to persevere, women continue to excel and continue to go to college more than their male counterparts. All of those things, despite all of the negative impacts and trauma they experience. Yes, people of colour are marginalised, and yet they continue to achieve and do well. Those are the stories you can tell, but it doesn’t end with the trauma. Don’t just put the trauma out there and try to market and make money off the trauma. Make sure that you are looking at what happens after the trauma.”
Authenticity indeed plays a key role in shaping marketing efforts, as supported by the majority of speakers at this year’s Cannes Lions. Authenticity ensures that the content resonates with audiences and demonstrates empathy rather than opportunism.
Trauma-Informed Leadership
Trauma-informed leadership begins with you, according to Joseph. “Leadership was not meant with a capital ‘L’ leadership. It’s all those who are leading our teams, leading in our work, leading in our thinking. We are all leaders. So, when you think about being trauma-informed, it’s really important from a leadership aspect not to make assumptions about people. Not to assume that they are exactly as they appear, that their life is fine, that they are coming to work 100% committed to the day. It’s just not the case.”
Leaders in any field must adopt a trauma-informed approach according to the speakers and so, at Ketchum, all employees are Trauma-Informed, according to the CEO.
Being trauma-informed is indeed essential in today’s creative industries and leadership roles. Understanding the impact of trauma, addressing it authentically, and showcasing resilience in storytelling are key components of creating meaningful content. By adopting trauma-informed approaches, we can foster empathy, inclusivity, and support for individuals who have experienced trauma, ultimately leading to better creative work and more effective leadership.
