Adaily's Year of Brilliance #2: Empathize and Support

Mar 04, 2025

Every week, we dive into a different creative thinking tool from the Deck of Brilliance - a collection of 52 methods created by Juggi Ramakrishnan and Todd McCracken, to help you come up with better ideas, faster.

We'll break down the tool, show how it works and share 5 award-winning campaigns from the Adaily database that nailed it.

This week it's Empathize & Support.

"Empathize & Support" isn't just about feeling sorry for someone; it's about stepping into their shoes. It's about truly seeing the world through their eyes, understanding their struggles, and celebrating their resilience. By amplifying their voices and championing their cause, your brand can forge authentic connections, build unwavering trust, and leave a lasting legacy of compassion and positive change.

1. Driving While Black • Courageous Conversation Global Foundation

Goodby Silverstein And Partners San Francisco • 2024 • NGO - equality • United States • North America

For too long, Black drivers have faced double standards and systemic racism during routine traffic stops. But Courageous Conversation Global Foundation is challenging this injustice with the "Driving While Black" campaign. By creating a fictitious car equipped with safety measures highlighting these biases, they're sparking crucial conversations and demanding action towards a more equitable future. This campaign proves that creativity and courage can be powerful tools for confronting systemic racism and promoting empathy on our roads.

2. Blak Powerhouse • We Are Warriors

R/GA Sydney • 2024 • NGO - culture • Australia • Oceania

Imagine transforming a historic museum into a vibrant celebration of Indigenous culture and excellence. That's exactly what We Are Warriors did with Blak Powerhouse, reclaiming Australia Day and empowering Indigenous youth through art, music, and cultural activities. This campaign isn't just about a museum takeover; it's about rewriting history, celebrating identity, and creating a safe space for future generations to thrive.

3. With ALS • Project Humanity

Dentsu Inc Tokyo • 2023 • NGO - health • Japan • Asia

What if technology could give you back what a devastating disease has taken away? That's the promise behind "Project Humanity," a groundbreaking campaign that used EMG signals to create a digital avatar for MASA, an ALS patient, allowing him to reclaim his physicality in the digital world. This isn't just about creating a cool avatar; it's about fulfilling the deepest wishes of ALS patients, giving them a voice, a body, and a way to connect with the world again. It's a testament to the power of innovation, empathy, and the unwavering human spirit.

4. Objects Of Empaty • AACD

Z+ Comunicação Sao Paulo • 2019 • NGO - health • Brasil • LATAM

What if everyday objects could unlock a deeper understanding of the challenges faced by people with disabilities? That's the ingenious idea behind AACD's "Objects of Empathy" campaign. By subtly modifying everyday items, they created a powerful experience that allowed people to feel what it's like to live with a disability, fostering empathy and inspiring support for AACD's vital work. This campaign proves that sometimes, the most profound connections are made not through words, but through shared experience and a willingness to step into someone else's shoes.

5. Smile Train Stories • Smile Train

2023 • NGO - health • United States • North America

Forget generic statistics. Smile Train understands that the most powerful way to connect with people is through authentic human stories. That's why they launched "Smile Train Stories," a campaign dedicated to amplifying the voices of those affected by clefts, showcasing their resilience, their hopes, and their dreams. This isn't just about raising awareness; it's about building a global community where every voice is heard, every story is valued, and every smile is celebrated.

Quick Takeaways: Empathize & Support

Listen Actively: Just like Smile Train, prioritize gathering and amplifying the voices of your target audience. Conduct interviews, surveys, and focus groups to truly understand their needs and perspectives. Try This: Dedicate a week to actively listening to your customers on social media and in online communities.
Challenge Assumptions: Inspired by "Driving While Black," question your own biases and assumptions about your target audience. Seek out diverse perspectives and challenge stereotypes. Try This: Conduct a diversity and inclusion audit of your marketing materials.
Find Common Ground: Like AACD's "Objects of Empathy," look for creative ways to connect with your audience on a human level. Find shared values and experiences that resonate with them. Try This: Brainstorm 3-5 shared values that your brand can authentically connect with.
Support Their Journey: Inspired by "Project Humanity," identify the challenges your target audience faces and find ways to support them in overcoming those obstacles. Try This: Partner with a non-profit organization that aligns with your brand's values and supports your target audience.
Celebrate Their Strengths: Like "Blak Powerhouse," focus on celebrating the strengths and achievements of your target audience, rather than just highlighting their challenges. Try This: Feature customer success stories on your website and social media channels.

Five’s not enough?

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Disclaimer: All campaign descriptions in this post are AI-generated, based on real-life descriptions provided by the authors.

Adaily does NOT produce inaccurate info ("hallucinations"). Your inputs are NOT used to train AI models.