Nicole Castro on her travel book ‘7 Things’ and effecting change through marketing

Ad Age is marking Asian American and Native Hawaiian/Pacific Islander Heritage Month 2024 with our Honoring Creative Excellence package, for which we asked members of the AANHPI creative community to write about pivotal projects or turning points in their careers. (Read the introduction and all the essays here.) Today, guest editor Gia Lee turns the spotlight to Nicole Castro, account manager at The Craftsman Agency, who writes about the making of “7 Things,” her book celebrating the beauty and diversity of the Philippines. There’s one pivotal project that stands out as a defining moment in my career: the creation of my travel book “7 Things.” This endeavor was not just a creative outlet but a transformative experience that allowed me to combine my passion for storytelling with a commitment to making a positive impact in the world. Raised in both the Philippines and the U.S., I’ve always felt a deeper connection to my homeland. As the COVID-19 pandemic swept across the globe and I was locked down in California, I found myself grappling with a sense of helplessness as I witnessed the stark contrast of the crisis in developed countries vs. its devastating effects on developing countries such as the Philippines. It was during this time of uncertainty, isolation and guilt that I decided to turn my quarantine passion project into a fundraiser to help feed Filipino families in need. “7 Things” began as a simple idea: a book that celebrates the beauty and diversity of the Philippines. I wanted to showcase the rich tapestry of Filipino culture, traditions and values, from its breathtaking landscapes to its vibrant culture. I wanted to capture the essence of my homeland and share it with the world while also raising funds to support those in need. I donated all profits of each book sold to the Communities Organized for Resource Allocation (CORA) foundation and Fund the Forest’s Food Not Fear initiative, which provided essential food items to Filipino families. See all of Ad Age’s 2024 Creativity Award winners here The response to “7 Things” surpassed my wildest expectations, with readers from around the world embracing the book’s colorful aesthetic and engaging content. From millennials to Gen Zers, the book resonated with readers seeking to reconnect with their Filipino heritage and culture, especially amid travel restrictions that limited their ability to visit the Philippines in person. The success of “7 Things” not only reinforced my belief in the power of storytelling to effect positive change but also opened up new opportunities and avenues for my marketing career. I believe this solidified my reputation as a socially conscious entrepreneur with a genuine passion for making a difference in the world. Through strategic marketing efforts and community engagement initiatives, I was able to amplify the impact of the fundraiser, inspiring others to extend aid where they could and join me in supporting Filipino families in need. Writing “7 Things” was more than just a project, it was a defining moment that reshaped my understanding of the role of marketing in driving social change. It taught me that marketing isn’t just about selling products or services, it’s about using our platforms and resources to uplift communities, amplify voices and make a meaningful difference in the world. As I continue on my journey as a marketer, I carry with me the lessons learned and the impact made through this transformative project, grateful for the opportunity to use my skills and platform to create positive change in the world. Ad Age Creativity Bookmark our section covering the best in brand creativity every day Read more here

Nicole Castro on her travel book ‘7 Things’ and effecting change through marketing

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