T&T-based digital advertising agency 10 Caribbean has earned a prestigious Angel Award from the American Advertising Federation (AAF) District 4, recognising excellence in public service and corporate social responsibility across Florida and the Caribbean.
The award honours 10 Caribbean’s campaign Diversity in Caribbean Advertising, commissioned by UNICEF and PCI Media to address harmful gender stereotypes and limited representation highlighted in the study A Review of Advertising in the Caribbean and Its Links to Gender Equality, Gender Norms and Violence Against Women and Girls.
The recognition aligns meaningfully with the global 16 Days of Activism Against Gender-Based Violence, observed annually from November 25 to December 10. The campaign’s focus on dismantling harmful gender norms and promoting equitable representation directly supports efforts to confront gender-based violence at its roots by challenging the stereotypes, biases, and social structures that perpetuate discrimination and abuse.
Through its partnership with UNICEF and PCI Media, 10 Caribbean amplifies the call for safer, more inclusive societies, reinforcing the message that representation is both a creative responsibility and a human rights imperative.
10 Caribbean Founder Darien Sobion said the agency embraced the project as an opportunity to champion inclusion across Caribbean advertising.
“We wanted to use our platform, our voice, and our influence to highlight people who are too often unseen and to challenge the industry to do better,” Sobion explained.
At the heart of the campaign is a dynamic 60-second flagship film, framed as an open casting call featuring 25 individuals of diverse ages, races, sexualities, and gender identities. The piece introduces a new era of inclusive storytelling, with two 10 Caribbean executives leading the call for industry-wide change.
To strengthen the campaign’s impact, 10 Caribbean also produced:
• 50 unretouched portraits building a first-of-its-kind library of authentic Caribbean faces
• Nine educational Reels spotlighting key findings from the UNICEF study, including colourism, ageism, queer representation, and disability inclusion
• Nine social graphics translating research insights into accessible, shareable content
• A 24-part Instagram Stories series designed for mobile-first consumption, expanding the study’s reach in real time
The campaign rollout across 10 Caribbean Marketing’s social channels sparked region-wide engagement, with advertising leaders sharing content and lending their voices to the movement.
Impact at a glance:
68,000+ total views
50+ hours of watch time
1,700+ interactions
Nearly 300 profile visits
Flagship film: 7,600+ views, 300+ interactions
Reels: 57,000+ views and 1,300+ interactions, with top Reels surpassing 19,000 and 13,000 views
IG Stories: 3,000+ views, with breakout stories reaching up to 90 per cent non-followers
Through this initiative, 10 Caribbean demonstrated the power of authentic representation to disrupt stereotypes, influence public dialogue, and set a new standard for inclusive advertising across the region.
The AAF Angel Awards celebrate exceptional CSR and public service campaigns created by agencies and brands across Florida and the Caribbean.
Darien Sobion, an award-winning marketing and communications strategist with experience spanning FMCG, telecommunications, spirits, tourism, and education, continues to lead 10 Caribbean in developing bold, culturally resonant campaigns for brands seeking meaningful connections with Caribbean audiences.
