How a Lesson From Her Son Inspired Elizabeth Sarquis to Build an Advertising Company for Social Good

6 min read

Opinions expressed by Entrepreneur contributors are their own.

I wasn't affected by these ads, but I saw how they impacted many others. I actually thought advertising was terrible, which was my biggest challenge starting Jukko. I've had to turn it into something different that I can get behind. Now I'm passionate about what advertising can do to help people rather than hurt them.

Before I founded Jukko, I started Global Gaming Initiative to create and host mobile games that give back. One day, my son, Alejandro, wrote on a Post-it note how much it cost to run the company compared to how much impact we had. "I don't think this is sustainable," he told me. "You have many friends in the mobile game space; let them continue making awesome products. You should figure out how to be a part of every single app and game so you can have an impact on a massive scale." I thought that was weird, but I reflected on it and founded Jukko two years later.

When Alejandro graduated from college, he had offers from multiple Wall Street banks, but he wanted to work at Jukko. When I asked him why, he said that he didn't want to do something that wasn't changing or having an impact on the world. I was moved. Every single day, I feel honored that he works here. To me, he is leading the company.

I also do meditation and yoga. I used to be a runner, but I have severe injuries after nearly dying in two car accidents. I still keep my body constantly moving, which is why I love hiking. I do all the things that help me connect with myself and a higher power. Music is another big one for me. In the mornings, I listen and dance to Colombian music.

I'm also perplexed why we have so much technology but so many people still live without food. It hurts my soul. I believe we all should focus on providing basic needs like food and education for everyone.