Reflecting, not 'Projecting'

IN THE MIDST OF EXPERIENCING APPROPRIATION, IT'S ACKNOWLEDGEMENT THEY SEEK

Feeling safe is to know and feel you belong somewhere. The easiest way to belong is to see reflections of yourself and a place to find reflections of yourself is in your family.

Family isn’t just one-dimensional, or rigidly the one into which the audience is born. Their lives are made up of various chosen families and communities, where different facets of their 'self' can be reflected back.

Their families [chosen or not] are built by shared interests and shared values. It may be something as simple as a favourite TV show or soccer team or as complex as sharing a vision of the future. These communities and commonalities are a place to belong, a place to see themselves reflected. 

Reflecting our audience back is just not a communication tool for us, it’s a confidence boost for them. We don’t project what we think they want to see. Instead, we reflect them back at themselves by celebrating them, their culture and their communities.

By recognising and reflecting them, we make their voices louder and help them to be heard. This is an important marketing consideration for us.