What’s next for communications to protect and improve lives?
In his speech at Forster’s 30th anniversary celebrations, Matt Bell combined personal anecdotes with inspiration to redefine the meaning of heroism and encourage us all to step forward.
Starting with the question “Who are your heroes?”, which is so often asked of celebrities in newspaper interviews, he reflected “It’s a really good simple question and [when I read it in a newspaper] it always takes me into a slightly existential space. And I sit there thinking, have I got heroes, who are my heroes, what does it mean to be heroic, and what do we find admirable in all the chaos of the world today?”
He continued “It’s a difficult question to answer. There are obvious people like Volodymyr Zelensky, who we all know about and I think will be looked back on as one of the great people of our age. Bukayo Saka, maybe depending on the next two weeks! And one of my personal heroes Bridget Phillips, who is a Colombian ecologist who looks at nature through the lens of gender and is a really powerful activist and academic in Latin America.”
For while heroism is often associated with dramatic acts, public figures or moments of exceptional courage, Matt reflected a different and probably more useful definition: heroism as principle, persistence, imagination and action. Not showmanship. Not empty boldness. But the quiet determination to do what is right, to hold a clear course and to create work that lifts people up rather than drags them down.
He praised Forster for its consistent “quiet heroism”, delivering communications with unwavering principles over 30 years, and observed the importance of “creative heroism”, as shown by individuals such as the architect and designer Thomas Heatherwick whose work has an ultimate impact on the physical infrastructure which impacts people day in, day out. “Buildings have the power to lift you up and fill you with hope and fascination, and they also have the ability to depress and denude you.”
Reiterating the importance of heroism today – when trust is fragile and communications is operating in demanding circumstances – Matt played back the relevance and need for each of us to recognise and respond to our individual qualities. He called for everyone to be “brave enough to look inside ourselves and find the thing in each of us that is heroic” – be that activism, intellectual courage or creativity in the pursuit of better ways and new solutions.
The speech reiterated that now more than ever, communications needs to aspire to the same heroic standards. Going beyond just attracting attention to shape environments, frame possibilities and influence how people feel about themselves, each other and the future.
‘Heroic communications’ must combine moral intent with technical skill, be principled as well as persuasive, valuable as well as visible, and uses imagination to create a positive impact. From daily choices to landmark campaigns, we must keep asking whether we can be braver. We can all be a hero.
___________________
Matt Bell is strategic communications director at Heatherwick Studio and delivered a keynote speech at Forster’s 30th anniversary celebration. Heatherwick’s wants to see a world where the buildings and places around us are radically more joyful, engaging and human.
Photo by Sarah Tulej