Safa Arshadullah is a behavioural analyst at Canvas8 with a background in organisational studies and strategic communications. To her, exploring behavioural and cultural insights is a means of learning nuances to better foster equity and justice in the world. Outside of work, you can find her tinkering with her chai recipe, taking meandering walks in neighborhoods she’s never been to, or analysing one of the multiple TV series she’s watching.


Aware of hidden agendas, people no longer believe in the possibility of absolute truth or complete transparency from institutions, public figures, and individuals. Yet they are still drawn to honesty, integrity, and – at times – even vulnerability, which they expect from peers and brands alike.

Radical Transparency 

Gaza Strip

Palestine

TV, film, and social media video

Community and grassroots

Social networking

Thrust into the spotlight by sheer circumstance, Motaz Azaiza has gained millions of followers for his on-the-ground coverage of the crisis in Gaza. His recognition reflects how people seek trustworthy information outside the mainstream by leaning into raw narratives that uplift local stories.