• by Larissa Faw , November 6, 2015

Creative shop Deep Focus is launching a dedicated cause-marketing unit to help clients connect with advocacy groups and organizations. 

The idea for the new unit, Deep Impact, was driven both by internal and external motives. The agency has been working in the background with a few clients on social initiatives and wanted to formalize these relationships. 

At the same time, Deep Focus wanted to emphasize its own commitment to social action. Its offices will be introducing new sustainability, diversity and other pro-bono initiatives in the coming months. 

This fall, Deep Impact launched its first project with digital initiative #IAmTheMany for non-profit ACT/ART, in partnership with the White House. The concept was inspired by 1968’s “I Am A Man” civil rights movement and invited people to create their own art and posters to voice their support behind criminal justice reform. 

Finalists’ posters were displayed at the White House during the month of October, in commemoration of Youth Justice Awareness Month.  

“Non-profits and NGOs are often the ones leading cultural conversations and social activism, but brands have struggled to collaborate with these organizations to put a larger stake in the ground. Our mission with Deep Impact is to both make a difference and change this dynamic,” stated Ian Schafer, founder and chairman of Deep Focus. “We’re applying a for-purpose lens to our business model so that we and our clients can create a lasting impact on the world.” 

This is the second new unit launched by Deep Focus this year. In August, Deep Focus introduced a branded-entertainment unit, DFx, in partnership with content companies including Tastemade, Popsugar, and NowThisNews.