On Changing Lives by Amplifying Marginalized Voices
Find out how Sam Lauro, Associate Creative Director of the Anthem-winning agency NEON, stays resilient in her charge to create change by centering on personal narrative.
What’s Your Why is a series by The Anthem Awards team. We’re asking Anthem Winners and Judges to explore the guiding principles that have and continue to shape their journeys in social impact.
One avenue to change is to center human narratives in your advocacy. Inspiring others to take action often requires illustrating the real impact of an issue by handing the mic to affected communities. Sharing lived experiences encourages empathy, which promotes solidarity.
Sam Lauro, Associate Creative Director, centers empathy in her work at NEON, an IPG Health Company. The full-service ad agency has created transformative impact campaigns, earning multiple Anthem Awards for their work in clinical equity, advocating against gender-based violence, and more.
With a personal calling to fight for gender equity, Lauro develops initiatives to create greater awareness of women’s health and safety. Read on to discover what motivates her work and how her advocacy stays resilient in the face of challenges.
Can you tell us a bit about the work you do? How long have you been working in social impact?
I work on women’s health initiatives, particularly in the context of domestic violence awareness. I’ve been dedicated to this for around five years, driven by making a tangible impact in the domestic violence space and helping people actualize their experiences.
Why were you drawn to this cause or social issue? Do you have a memory or moment that sparked your interest?
I have always been drawn to gender equity and empowering women; I feel very impassioned by the pervasive nature of gender-based harm and the detrimental effects it has on individuals.
What background or lens do you bring to this space? How do they shape the way you tackle projects or initiatives?
The first lens that I filter through is my identity as a woman. That said women’s health and domestic violence (which disproportionately affects women) are extremely close to home. The second is that I’m a creative in the healthcare advertising space—the cornerstone of this being the translation of human experience to inspire understanding and impact.
Giving up never felt like a real option—the elements that help are finding meaning that resonates on a personal level, maintaining the overarching vision for the end goal, and taking each step day by day.
Who do you do this work for? Which communities are you interested in uplifting through your projects and why?
It’s vital to highlight and unearth nuanced, complex human stories/experiences—especially those which are so often disregarded or actively flattened. This creates visibility and compassion, and can even have a healing component.
In social impact, the work is long and the road isn’t easy. What is your North Star, principle or philosophy that keeps you going? What keeps you rooted?
My north star for social impact work is empathy—listening to accounts and being open to receiving and understanding them. This not only provides insights, but also a strong drive to create.
Did you ever want to give up? How did you overcome that?
Giving up never felt like a real option—the elements that help are finding meaning that resonates on a personal level, maintaining the overarching vision for the end goal, and taking each step day by day.
Can you share three bodies of work (books, essays, projects, music, etc) that inspire your own?
- “A Mercy” by Toni Morrison
- “Never Let Me Go” by Kazuo Ishiguro
- MouthPad by Augmental
Next Friday is Your Last Chance to Enter the 4th Annual Anthem Awards!
Our Extended Entry Deadline is your last chance to honor your team alongside inspiring advocates, movement leaders, and impact-driven companies. Think Google, UNICEF, Salesforce, World Central Kitchen, Etsy, ACLU, Doctors Without Borders, The Elton John AIDS Foundation, and NEON, an IPG Health Company, to name a few.
The Anthem stage has honored many incredible individuals, teams, and organizations—your team could be next. Enter by next Friday, September 13th!
