Daughters of the Soil is the culmination of 12 months research by documentary photographer Joanne Coates into the role of women in agriculture in Northumberland and the Scottish Borders.

Systemic Change is crucial to mobilise, devolve power and share decision making from within communities. Sail were commissioned to create a digital platform that was useful, meaningful and relevant.

We created an immersive campaign in the Newcastle Vans store, to celebrate Pride alongside other creatives across Europe as #TogetherAsOurselves. Our concept Queer is Beautiful, is based on layered identities and embracing the beauty of queerness, away from the status quo and social expectations.

We set up Creative Waves as a place to encourage people to document about their experiences throughout lockdown.

‘Open Out’ is a multi-platform brand campaign for the BALTIC, who are disrupting traditional art to create an exhibition that crosses spaces, cultures and boundaries; all for accessibility and inclusion. 

For International Women’s Day 2021 and the theme #ChooseToChallenge, we reached out to women in our community to creatively challenge them to think deeply about their own unique identities. We simply asked the question ‘What object reflects your identity as a woman?’

Following the success of the We Care Too campaign co-created with young adult carers, Sail were further commissioned to lead on a strategic new brand for Newcastle Carers to bring their identity and positioning inline with their core vision, mission and values.

In the UK, we are lucky to live in a society that is moving away from centuries of discrimination towards the LGBTQ community, towards social acceptance. However, many of the LGBTQ community are still victim to prejudice, simply for being who they are.

We worked with 15 young adult carers on an exciting awareness raising project…

After an international pitch process, Sail were selected as the agency to lead brand and creative for global movement IWeigh, an activist platform founded by Jameela Jamil. Since working with Sail, the movement has grown on social media from 600,000 followers to 1.2 million.

Sunderland Council and Cultural Spring commissioned Sail to develop community way-finding and environmental signage in Sunderland. Through public workshops, we uncovered rich stories and pride, co-creating a place-based campaign from within the heart of the community. The project provided space for people to reflect on sense of place, and what their community represents for them and the wider context of Sunderland. 150 people engaged, 9 permanent co-created signs installed and local action groups created.

Sail were commissioned to work with TWAM (Tyne and Wear Archive and Museums) as branding and campaign partner for a 2 year project looking at new ways to connect local womxn and their stories with heritage. Focusing on a community-led programme, we identified positioning and strategy that was audience informed. The results were 600+ engagements, 70 events and 700,000 website sessions, as well as a shortlist for Museum Association ‘Museums Change Lives’ Award.

Sail partnered with Newcastle Carers to create a strategic campaign to increase awareness of young adult carers not yet identified. Through consultative workshops, problem solving and audience insight, we co-created a campaign and strategy that increased self-referrals by 73% on last year; gained national TV and radio coverage and secured further funding.

We were approached to work with Scarlett Women and Tyne and Wear Museums to produce a special 2019 edition of their feminist zine, to support recent research which looks at what has changed over the past 35 years (and what hasn’t).