Good Brains scheme connects charities with creative talent hit by coronavirus

More than 100 top creatives and strategists, who have been furloughed or made redundant, have signed up to the initiative.


Recruitment firm UNKNOWN has launched a pro-bono initiative called Good Brains for Good Brands to help charities fundraise with compelling creative comms devised by some of advertising’s top, but currently jobless, talent.

With COVID-19 radically changing how we work and give, many charities are under threat. Through a lack of fundraising events and sponsorship deals, the sector is predicted to lose £4bn by July 2020.

Putting skills to good use

Ollie Scott, founder of UNKNOWN, which specialises in the creative and tech industries, wanted to help address the problem by tapping into the company’s network of talent to identify people who want to put their skills to good use during furlough or redundancy.

More than 100 top creatives and strategists have signed up to the initiative, including Cathy Hutton (who has worked as creative director at agencies including Karmarama and Grey) and Will Townsend (former managing partner at Uncommon Creative Studio), who are helping Scott set the wheels in motion.

Good Brains for Good Brands is already working with a homelessness social enterprise and a children’s charity, with more organisations due to be announced in the coming weeks.

Scott said: “We’re keen to provide a place for our talent to go to and grow. A community of do-gooders, if you like. If they get on a brief, and crack it, we will do everything we can to raise their profile. Because we’re here to help, we ensure any work we give to charities on a pro-bono basis doesn’t replace a service that would be otherwise paid for.”

Hutton added: “The UK creative industry is packed with the best talent in the world. In total, we’re worth £84bn and some of those billions are sitting at home in their pants. Linking talent with charity briefs is bound to help both sides. We’ve got a clean accelerator process down too, streamlined with no agency fluff, which protects the work and those that give their time for free.”

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