27 June 2025
How DEI Accelerates Meaningful Social Change TBWA\HAKUHODO × TBWA\ITALIA Talk Session Report
June is Pride Month — a time to celebrate the LGBTQIA+ community and reflect on diversity, equity, and inclusion (DEI). To mark this important occasion, TBWA\HAKUHODO’s “Peace Pirates,” an internal working group comprised of members passionate about DEI, hosted a special online talk session.
The session, titled “How DEI Accelerates Meaningful Social Change,” featured two speakers: Stefano Lombardi, who leads DEI initiatives at TBWA\ITALIA, and Kenshiro Suzuki, a creative director at TBWA\HAKUHODO known for spearheading DEI-led projects like PRIDE FILTER. Together, they explored the current state of DEI in Italy and Japan, and discussed what actions companies can take to advance social impact.
Meet the Speakers
Stefano Lombardi
Creative Director, TBWA\ITALIA
Born in 1987, Stefano joined TBWA\ITALIA in 2020 after 10 years in the advertising industry. In TBWA he founded Italy’s first dedicated DEI communication team, The Callective, and has since led numerous inclusive campaigns for marginalized communities, including a campaign for Milano Pride 2024, one of the most important Pride in Italy.
Kenshiro Suzuki
Creative Director, TBWA\HAKUHODO
A member of the Innovation Hub, Kenshiro works on product and service development while also expanding DEI initiatives both inside and outside the company. In collaboration with the Peace Pirates, he led the development of PRIDE FILTER, an AR camera for your smartphone that allows voters to know at a glance which election candidates support same-sex marriage.
DEI Realities in Italy and Japan
Stefano presented data illustrating the DEI landscape in Italy:
“66% of Italians feel society is unfair, and 51% of LGBTQIA+ individuals have reported experiencing harassment. At the same time, support for same-sex marriage is strong, and many consumers actively choose brands committed to DEI.”
In response to these challenges, he founded The Callective, a cross-functional DEI team within TBWA\ITALIA. Its mission is to use the power of advertising to create a more inclusive society and connect marginalized communities with brands. The team name is a play on “collective,” embedding “all” to express universal inclusion. Projects include The Sound of Pride, which lets visually impaired individuals experience the rainbow flag through sound, and an ambassador program that supports women who have experienced violence.
Meanwhile, Kenshiro highlighted a specific challenge in Japan:
“Over 70% of the public supports same-sex marriage, but the political majority remains opposed. This gap between public sentiment and legislation is significant.”
His solution was PRIDE FILTER, an AR camera for your smartphone that scans election posters and visually identifies candidates who support same-sex marriage with a rainbow-colored overlay. Rolled out nationwide during the 2024 general election, the tool contributed to raising awareness and shifting public support.
Effective Approaches for Meaningful Change
Implementing DEI ideas with clients can be challenging.
Stefano noted, “Framing DEI not just as a social issue but as a market opportunity helps brands and clients engage more positively. Agencies should act as DEI consultants to their clients, offering knowledge and support.”
Kenshiro added, “Rather than aiming for the ultimate goal from the start, small, achievable wins can build momentum. With PRIDE FILTER, instead of pushing for full legal change immediately, we focused on helping people quickly identify which political candidates supported same-sex marriage. That clarity assisted voters and helped moved society forward, one step at a time.”
Why We, as ‘Pirates,’ Must Champion DEI
At TBWA, Disruption® is a core philosophy — and the “Pirates” culture symbolizes that. Stefano emphasized:
“Just as Rosa Parks sparked the civil rights movement through a single act of courage, small actions can lead to big social change. We have a responsibility to act now.”
Kenshiro agreed:
“Our purpose at TBWA\HAKUHODO is to create meaningful social change. To do that, we must approach it not just with logic and correctness, but with methods that are bold, joyful, and uniquely ours.”
(*Rosa Parks: In 1955, during an era when bus seating in the southern U.S. was segregated by race, she was arrested for refusing to give up her seat to a white passenger. Her action became a catalyst for the American civil rights movement.)
What Comes Next
At the close of the session, both speakers shared what they hope to tackle next.
Stefano said, “I want to create campaigns that shine a positive light on transgender individuals — highlighting their humanity, not fear or stereotypes.”
Kenshiro expressed his plans to further evolve PRIDE FILTER ahead of Japan’s upcoming upper house election, reaffirming its role as a tool for social impact.
Creativity and the Courage to Raise the Flag
Throughout the session, one message rang clear: small steps matter.
Even with a theme as broad as DEI, change begins with the actions we can take today. Especially in a time of social uncertainty, we must keep raising the flag of diversity — with courage, creativity, and joy.
This session was a reminder of the meaningful change we can drive when we stay true to that spirit.
A snapshot of the training program that first connected Stefano and Kenshiro, and a glimpse of the day they deepened their collaboration.
Peace Pirates will continue fostering a culture where everyone feels safe being their authentic selves — both inside and outside our company — through talk sessions, collaborative projects, and ongoing action.