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TCO hires Plan International's Head of Global Campaigns, Josie Parmee, to deepen brand activism offering

Josie joins TCO London in the newly created role of Head of Impact Partnerships, focusing on the opportunities brands have to add value to social and environmental movements globally.

TCO, the media owner behind youth culture brand Huck and film and entertainment magazine Little White Lies, is complementing its insights offering by adding campaigning, advocacy and partnerships experience to the team.

Josie joins from senior roles at Plan International and NSPCC, where she pioneered brands working to positively impact on social and environmental issues through progressive storytelling. With specialist experience in gender, education and international development, Josie has supported brands such as The Body Shop to identify, commit and execute transformative advocacy campaigns.

She also brings a technical understanding of movement building and human rights, particularly advancing youth and girls’ rights. Most recently, as Head of Campaigns at Plan International, Josie was core to the team who designed and launched the world’s largest youth-led, girls’ rights campaign, Girls Get Equal.

Simon Baker, Managing Director at TCO, said: “Following the launch of our Brand Activism initiative we’ve had a great response from brands looking to demystify brand purpose and take action. Josie’s work on major brand advocacy campaigns is a great way for us to further TCO’s unique proposition for our clients.”

Josie adds: “We cannot underestimate the impact of advertising, media and entertainment on influencing society. Storytelling, if done in a transformative way, has the power to shift perceptions, behaviours and attitudes in order to drive societal change. It is our responsibility to do no harm but also to use our platforms for positive impact. TCO has been championing progressive change and documenting stories of possibility since 2006. We are uniquely placed to draw from, and support, movements across the globe – the ideal partner for brands wanting to enter this space.”

To find out more about TCO London’s Brand Activism work, click here.