Facilitator spotlight: Joza Nada
We're very excited to put the spotlight on BTC alumna Joza Nada this month. Her credentials are impressive, and her energy and commitment to social change are apparent in all her activities. Joza is a Filipina creative strategist and the founding partner of WiseOwl, a firm that specializes in communication for social change. She co-hosts Give A Hoot podcast, the first-ever crowd-funded podcast for communication in the Philippines.
She is also a certified Brand the Change Trainer, an Amani Institute Fellow and a former officer at Ang Ilustrador ng Kabataan (Ang INK), the first and only network of Filipino children’s book illustrators. She works with civic and social organizations, social movements and the government sector.
WG: What's the story of your name?
JN: I’m not even sure if this story’s real, but I think my mother was hoping for a boy after giving birth to my sister a year earlier — and wanted the name ‘Joshua.’ But on a more serious (and believable) note, Joza Myrene is a combination of my parents’ nicknames: Johnny and Mylene.
WG: If you were a drink in a bottle, what would it say on the label?
JN: I’d have a violator that says “NEW AND IMPROVED!” Hahaha. I like looking for new opportunities to learn and grow. That’s how I found out about the Brand the Change community!
WG: What is a common misperception about the place where you live?
JN: A common misperception is that we’re a divided country. You are either for or against human rights, or for or against the current administration. A great number of us are actually somewhere in the middle. We often make decisions or shift sides based on our values and what we hold true. This is so important, especially in communication work where you can’t expect to change minds while putting people in boxes.
WG: What problem in the world keeps you up at night?
JN: Human rights. This is an issue that deeply affects how our world works. People are often seen as the cause of these problems, but we need to remember that we’re also the solution!
By making sure that our rights are upheld and protected, we’re giving people a chance to thrive and go beyond themselves to create positive change in their communities.
WG: What inspires you to get out of bed in the morning?
Empathy motivates me. For a really long time, I viewed it as a weakness, but during the pandemic and lockdown, I really missed having conversations and connections with people and I realized how much empathy helps make my work better – it gives me a better understanding of the world, where people are and how we might reach them.
WG: What is the big change you want to see in the world?
JN: I did a pilot session of the Brand Thinking Canvas with Samasa, a student alliance standing against dictatorship.
During the discussion, this line came up: “Everyone is an Activist.”
I love that. Activism is powerful! Activism isn’t something only a few people are capable of.
We’ve stood up for neighbours who have been treated unfairly. That’s activism.
We saw the state’s neglect for the poor during the pandemic, we built and participated in community pantries. That’s activism.
WG: How are you working towards that change in your own way?
JN: Activism and people’s participation are crucial in building the kind of world that we want and communication plays a huge role in moving people to act.
At WiseOwl, we’re equipping and training advocates and activists so that they themselves are good communicators.
Last year, we were able to train and help organizations build their own human rights campaigns. We were also able to launch Habilin (Legacy), a 12-part animated series on Martial Law Heroes.
On a side note, I am always open and willing to work with small organizations and groups that are aligned with my values!
Habilin (Legacy): The Little Light in Each of Us
A series that evokes hope by flipping the current narratives about the Martial Law period. It focuses on the strength and courage of heroes: how they served as ‘little lights’, refusing to succumb to darkness and inspiring others in the fight for freedom and democracy. The series reminds us that we too can be little lights to others, and that, together, we can make big changes.
WG: If you were a car brand, which brand would you be?
JN: A Suzuki Carry! It’s practical. It can bring you to places and you get lots of space for the price. It’s like a blank canvas that’s full of potential. Nothing fancy, but you can customize it to up the coolness!
WG: What is the biggest branding (marketing/comms) mistake you ever made?
JN: As a young creative, I used to focus more on my own design perspective for the brand or campaign (what looks good), less about my audiences and the project stakeholders (what resonates).
People are more likely to agree with your message when they feel they’re part of the process and output.
WG: What is your biggest branding success?
JN: I feel lucky to be able to say that I’ve actually done a lot of projects that I am truly proud of. But to answer this question, I’d say the projects I’ve done with Rare, a marine conservation organization, have always been close to my heart.
I started working with Rare Philippines when I was 24 (I’m 33 now!). I’ve done branding, creative clinics and design work with several fisherfolk communities.
They’re now working heavily with local governments, national agencies, and a lot of partners. They’re also helping improve the livelihood of fisherfolk.
I (literally and figuratively) grew with them!
WG: What is big in the Philipines brand and social change scene right now?
JN: Hope-based communications are something we’ve been advocating here in the Philippines, and we’re seeing a lot of potential in terms of changing the way we communicate about issues, like human rights.
Last year, WiseOwl and The Hope Project did four cycles of hope-based narrative-building training for human rights advocates here in the Philippines.
Advocates shared that it changed their mindset and communication approach, and we’re seeing some hope-based campaigns from the participants.
I learned about hope-based communications when the pandemic was starting and I struggled with it at first. Are we not allowed to be angry? Is this toxic positivity? I realize now that we resist because we have hope, and we should continue to speak out about the problems, but we should never forget to share the kind of world we want, too.
WG: What would you love to learn about brand building that you still can't quite master?
JN: At WiseOwl, we’ve led a lot of brand building work in the past four years, and in all that time we continue to learn.
For me, a brand is a living, breathing creature. There is no standard formula and each brand is unique. There’s always that challenge of discovering how a brand should grow and evolve or what direction it needs to take as it adapts to its audiences’ needs.
Joza at work.
WG: What is your first memory of a brand?
JN: Some brands have been so successful that they’re not just household names, they’re already the default name in their category! When I was a kid, I remember people would say Colgate to refer to any brand of toothpaste; or would say Pampers even when they’re talking about a different diaper brand.
WG: Which brand is totally overrated?
JN: Mobile phones in general!
I worked for a major mobile phone brand, and every year there are new models being released and people keep buying… plus high-end phones can get ridiculously expensive!
Selling phones that people didn’t need was the last push I needed to abandon commercial brands in favour of the social change sector!
WG: What brand should finally get the attention it deserves?
JN: WiseOwl!
We’re proud to have worked with and trained advocates from local and international organizations. We’ve built brands, strategies, and campaigns for human rights, democracy, education, and the public health sector.
We continue to learn with the advocates and communicators we partner with.
WG: Who is your biggest change-maker hero?
JN: The change-makers I’ve met or worked with are my biggest heroes. Some of them: the wonderful change-makers of Rare, the Commision on Human Rights (CHR) and their partners, Kalikasan, Ang Ilustrador ng Kabataan (Ang INK), Katala Foundation, and Bread of Salt- Multiplied.
Every day I am inspired by their courage and passion to create a positive social impact.
WG: Business is/can be a force for good. Agree or disagree?
JN: They can be! In fact, they should be!
But for business to truly be a force for good, I think it should be a mindset that’s embedded at the core, not an additional thing they do on the side, or a nice-to-have when they have an extra budget or PR need.
WG: If you could have one person be your brand ambassador for a day, who would it be?
JN: Does Hedwig from Harry Potter count? She’s an ambassador that can really carry our brand name — a true wise owl.
She’s also fiercely loyal, and is always there to support Harry — I think those characteristics align with our values and mission to support advocates.
WG: If you could give someone one million dollars in services from the best brand builders in the world, who would you give it to?
JN: Human rights causes and progressive political candidates.
On human rights causes, I think a really good brand can help Filipinos see its value in our daily lives.
On progressive political candidates – I’m tired of seeing populists appropriating and being better at expressing the messages that progressives carry!
WG: We always say it takes a village to build a brand. Who is in your village - who is supporting you?
JN: The Parliament of Owls! We have full-time employees, consultants, freelance creatives and partner agencies. Even our clients are a source of support.
We love the idea that we’re building a WiseOwl “cinematic universe” where we are able to connect projects, people, and clients with each other. That’s the best part of building WiseOwl’s brand! Everyone has something to share.
WG: If you and your co-founder split up, and a judge ordered one of you to keep the product and one of you to keep the brand, which would you choose?
Ah, I can’t! Hahaha. One thing I’ve learned while using the Brand the Change tools is that it really is everyone’s efforts and skills and knowledge that go into building a brand, its products or services.
WG: Where do we go to find out more about you and your work?
Visit the WiseOwl website to get to know more about the work that we do!
WiseOwl PH is also on Facebook, LinkedIn, Instagram, Medium, Spotify (we have a podcast! Give a Hoot Podcast)… we’re everywhere.
Send us a message at hoot@wiseowl.ph. We’d be happy to hear from you!