Ben Purcell, Chief Creative Officer of David&Goliath, and Glenn E. Singleton, founder of Courageous Conversation, collaborated on HndsUp, a project designed to confront systemic injustice through bold creativity and purposeful innovation. Purcell, who helped launch David&Goliath 25 years ago and built it into a major creative force, has continually guided the agency to use bravery and creativity for social impact. Singleton, a global leader in racial equity dialogue, helped evolve HndsUp beyond a product concept, steering it toward a larger call for systemic behavioral change.
Ben Purcell: Building Purpose Into an Agency’s DNA
Ben Purcell reflected on helping establish David&Goliath with a small but fearless team. “Starting with five people, we built it into what it is today,” Purcell shared, emphasizing the agency’s commitment to using creativity not just for brand success, but for positive societal transformation.
Glenn Singleton: Elevating Conversation Into Global Change
Glenn Singleton described the foundation of Courageous Conversation, an initiative he launched after early experiences in advertising revealed the power of narrative. “If we could give people tools to actually have the conversation [about race], they would discover how important and salient these issues are,” Singleton explained. His approach has since impacted organizations worldwide across multiple sectors.
The HndsUp Project: Imagining a World That Doesn’t Need It
Initially conceived as a wearable device to document civilian interactions with law enforcement, HndsUp quickly evolved into a broader statement. “It’s not the technology that’s going to make a difference—it’s the training,” Purcell noted. Singleton reinforced that addressing behavior and unconscious bias must take precedence over developing new gadgets.
Designed as a “product we hope never needs to see the light of day,” HndsUp symbolizes what true societal progress would look like: a world where the device’s existence would be unnecessary.
What’s Next: Expanding the Impact Beyond Awareness
David&Goliath and Courageous Conversation plan to amplify the HndsUp initiative through broader media partnerships and strategic outreach. “We’d love to amplify it even more—how else do we create conversations?” said Purcell. The ultimate goal is to turn awareness into sustained action and structural reform.
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Doug Zanger is the founder and editor-in-chief of Indie Agency News. He is also the founder of the Creative Bohemian consultancy, lives in the Pacific Northwest and is insufferable about it.
