S3E05: How brands can use their power for good w/ Candace Borland

Math Therapy

Late last year AT&T ran a full-page ad in the New York Times depicting a mother and daughter in despair over math homework, and Vanessa was NOT impressed. Whether we realize it or not (and we usually don’t), the media plays a massive role in shaping everything from our collective social values to our individual self-worth. So what if brands acknowledged that responsibility and used marketing not just to sell products but to also promote positive change in the world? Today Vanessa speaks with Candace Borland about how she is doing exactly that as president of Anomaly Canada, one of North America’s leading creative agencies. Together they explore the power of marketing to dismantle stereotypes instead of perpetuating them, and they discuss how consumers can constructively hold brands accountable.
About Candace

Candace Borland is the President and a Partner at Anomaly Toronto. At Anomaly, she has worked across pillar clients such as AB InBev, MINI, Nike, BRP, Hershey, CTC & Diageo. You can follow Candace and Anomaly’s work at Anomaly.com.

Show notes:

• 1:45 - AT&T ad depicting women in STEM
• 5:52 - “Underplayed” documentary about female DJs sponsored by Bud Light
• 12:58 - Gillette ad about sensitive men
• 13:07 - Barbie ad about girls being intelligent
• 15:02 - Nike ad about Colin Kaepernick
• 15:18 - Hijabi Ballers campaign with Nike that Candace and Anomaly worked on

Connect with us:

• Anomaly: @anomaly (Instagram, Twitter)
• Vanessa Vakharia: @themathguru (Insta, Twitter, TikTok)
• Math Therapy: @maththerapy (Twitter)

Transcript for today’s episode: www.maththerapypodcast.com