Creature, an independent advertising agency, and XLP, a charity working to support disadvantaged young people across nine London boroughs, have agreed a partnership that will see the two bodies working together across the entirety of the charity's 'journey of change', including offering support on their work with schools, in the community, one to one mentoring, and their ready to work scheme.
Central to the partnership will be a shift in Creature's contracts of employment, whereby all Creature staff, across all departments, will agree to spend at least an hour a week dedicated to the partnership - by acting as a mentor, or volunteering in some other capacity.
"There’s been an awful lot of talk in Adland in the light of George Floyd’s murder, and the increased prominence of the #BLM movement: we wanted to make sure we actually did something that would make a difference. Advertising has a systemic issue with diversity, and this is another way in which we’re trying to change that system. We accept that having a job in advertising is, in and of itself, a privilege, whatever your role - and from now on, at Creature, a condition of enjoying that privilege will be sharing it, with the brilliant, and inspiring people at XLP. The hope is that this is going to benefit everyone: that we’ll be able to help and support people, but also that we’ll become a better business as a result.” said Dan Cullen-Shute, Creature's CEO.
Tim Sledge, XLP's head of fundraising, added: “XLP are so thrilled to partner with Creature. We wouldn’t be where we are if it wasn’t for volunteers and partnerships like this. They are the beating heart of XLP. XLP has always been about creating positive futures for young people and the best way of doing that is establishing long term relationships with them. At the heart of Covid-19 there is a hidden virus affecting young people with mental health, self-image, their futures, and increased stories domestic violence. We are going to be needed more than ever in the future, and so are Creature. We love their passion, their heart and how they get what we are trying to do."