This pay-as-you-view approach to advertising, she believes, allows brands themselves to build better relationships with the WeAre8 community, who comment on the ads, so that future campaigns are more targeted and relevant rather than served up based on usage, salacious sharing or tracking data.
Recently, she and her team also launched a creator’s fund with cash and facilities grants of between £2,725 (A$5,000, US$3,340, €3,100) and £54,500 (A$100,000, US$66,800, €62,070) for creatives to realise their work. ‘Social media creators are probably among the largest unpaid workforce in history. And because of how platforms currently work, they have to monetise their value by working directly with brands, when brands like Instagram or TikTok should be paying them directly for the creative work they are doing for them.
‘Having to partner with brands so directly can, in some cases, undervalue or undermine the true beauty of the work they are doing, especially if you have to create content around a product, or if your creativity or how you connect it with others is interrupted with paid advertising.’
Finally, she tells me, her ‘goal is to have a billion people on the planet making a positive impact every day for two minutes, and to harness and fuel this positivity with an ad manager that allows millions of advertisers to directly book their campaigns into an eco-system where ads will be run in a transparent and sustainable way’.
And the result, if she can get it right? ‘Within three years we could be putting £55bn (A$100bn, US$67bn, €62bn) back to people and charities directly. More to the point, she says: ‘You can dance on TikTok, tweet on Twitter, but change the world on WeAre8.’