We had the pleasure of interviewing Dominique Lyric Robinson, Senior Brand Manager for Kraft Heinz, one of our brilliant judges for the Festival of Media Cause Campaign Awards 2025. We asked her what the biggest challenges are when implementing cause and purpose into media campaigns. Here is what she had to say.
“One of the biggest challenges is moving from surface-level intention to full integration. Purpose can’t be treated as an add-on or a moment in time—it needs to live in the brief, shape the partnerships, and guide how and where we show up. Too often, brands lead with urgency instead of alignment, rushing to react rather than rooting campaigns in truth, cultural context, and lived community insight.
And that misalignment shows up most clearly in media. When media is treated as an afterthought, we miss the opportunity to truly connect. But when purpose is real, media becomes a mirror—not just a megaphone. It doesn’t just drive impressions—it reflects, respects, and reaffirms the people we aim to serve. That’s the difference between a campaign that’s seen and one that’s felt.
There’s also an ongoing challenge around how we define success. Standard metrics like reach or CPA don’t always capture cultural resonance, emotional truth, or community impact. If we’re truly committed to equity, we have to evolve our measurement models to value things like narrative shift, trust earned, and the authenticity of the conversation sparked.
Because at the end of the day, purpose isn’t about performance—it’s about belonging. And that only happens when every piece of the campaign, including the media, is aligned with care and intention from the start. “
