Take a leaf out of The Freedom Theatre’s book and make a difference

The Freedom Theatre tells its own compelling story of hope and determination in a society where the fight for survival is almost as tough as trying to express it.

Every success story to come out of the theatre is juxtaposed with an ongoing struggle for basic human rights and the kinds of things youngsters today take for granted – playing outdoor games with your friends, going to the theatre or watching your favourite television show.

It’s the heart-wrenching stories, which are key to changing individual attitudes and influencing perceptions on the future.

It’s the stories of suffering that cultivate gratitude, humility and honesty. And the stories of hope can inspire the most poverty-stricken child to achieve their wildest dreams.

It was here at the Dubai Lynx, where the Freedom Theatre told these stories in a simple and incredibly effective presentation.

While agencies are focused on winning clients and awards for their work, I would ask them to consider how stories they generate can push positive change for victims of conflict.

Because if we can’t help countries such as Palestine, for the sake of our wallets, when will we? When it’s too late? As Jon Stanczak says on page 42, the theatre has a budget that would be considered “ridiculous” by most people and yet the “potential that is there, is multifold”.

It’s time to use our responsiblities in media and advertising, to take a utilitarian approach to life that aspires to the greater good of humanity.