Makua Adimora is a behavioural analyst at Canvas8. After completing a bachelor's degree in chemical engineering, she shifted her focus to culture journalism. With a keen interest in music and culture, she has written for the likes of 

, and Al Jazeera, among others. In her spare time, she can be found overspending at Superdrug or writing about the new-school hip hop scene in Nigeria.

People expect care and emotional intelligence from brands

Everyday Empathy

People want their identities to be reflected in mainstream culture

Collective Equity

United Kingdom

Physical health

Community and grassroots

The Royal National Institute for Blind People has launched a campaign to bust myths about what it's like to live with sight loss. The ad uses humour and familiar scenarios to make people think, and challenges common misconceptions about the needs and wants of people with sight loss.