Tatak signs the T.E.S.T Commitment
Pioneering Ethical Storytelling in Branding, Design, and Marketing
We are thrilled to share our partnership with Our Race and our commitment to ethical storytelling through their groundbreaking framework, T.E.S.T. (Transformational Ethical Storytelling). Read on to discover why ethical storytelling is essential in branding, design, and marketing, how we are pioneering this movement, and our call to action for businesses to join us in signing the T.E.S.T. Commitment.
Storytelling lies at the heart of effective branding, design, and marketing and begins at the establishment of a brand's identity and purpose to product launches, advertising campaigns, content marketing, and customer experiences. It is an integral part of creating meaningful connections, engaging audiences, and shaping the perception of a brand. It enables us to connect deeply with our audience, evoke emotions, and shape perceptions. However, storytelling comes with a great responsibility. Ethical storytelling goes beyond mere promotion; it recognises the significance of authenticity, inclusivity, and empowerment. It strives to create positive social impact, challenge biases, and amplify the voices of marginalised communities.
At Tatak, we firmly believe that ethical storytelling is not just a choice but a responsibility. We acknowledge the prevalence of a dominant narrative that has shaped society's understanding, but now is the time to listen to diverse voices and perspectives, shedding light on the unseen. By embracing ethical storytelling, we challenge the existing power dynamics, disrupt oppressive systems, and contribute to a more just and inclusive society. It aligns seamlessly with our core values of authenticity, inclusivity, and empowerment, enabling us to forge meaningful connections with our audience while making a positive impact.
“As a brand strategist, designer and marketer there is an element of Story Telling I do for clients through the work that I do. I need to ensure that I am not contributing to harmful narratives and also hold my clients accountable.”
Through our partnership with Our Race and our unwavering commitment to the T.E.S.T. framework, we are proud pioneers in the ethical storytelling movement within the branding, design, and marketing industries. By signing the T.E.S.T. Commitment, we openly declare our dedication to applying the T.E.S.T. principles in our work, ensuring that the stories we tell respect and empower individuals from all walks of life.
Meaningful change emerges when like-minded individuals and organisations unite. We extend an invitation to businesses in the branding, design, and marketing industries to join us in signing the T.E.S.T. Commitment and embracing ethical storytelling.
Let’s create a ripple effect that transcends our individual brands and permeates the wider industry. Together, we possess the power to transform the way stories are told, challenge biases, and amplify marginalised voices. Through ethical storytelling, we can construct a more inclusive, empathetic, and equitable society, one that celebrates the richness of human experiences.
Learn more about Our Race and sign the T.E.S.T. Commitment at www.ourrace.com.au.
