Rodney Rascona, Director/Photographer at Squire - gave an inspiring talk on creatively giving back, at BAFTA yesterday at the APA's Future of Advertising event. The veteran advertising image-maker presented a poignant collection of his personal portraits from across the globe, and a personal story of change.
Rascona screened his short film 'Kings of Kibera', a film that gives raw Kenyan street dancers a chance to promote themselves towards their own goals of getting out of Kibera's slums.
"To close the day, Rodney Rascona took a further step back from advertising, appealing to our morals and humanity. An advertising photographer “trying to give something back”, he told the story of his personal trajectory. Once he shot glossy pictures to sell cars. Now he documents the lives of some of the most troubled and unfortunate people on the planet for various NGOs and good causes.
He spoke about how to develop a new way of seeing the world and implored the world-leading image-makers in the room to do something with their talents to help humanity as a whole. We live in troubled times, as some of the day’s sessions alluded to, but people in advertising have the skills and resources at their fingertips to affect change for the better."