BUSINESS CHALLENGE
To challenge people’s internalised prejudices and stereotypes of Black people, encouraging them to consider how this affects ethnic minority communities and individuals, further feeding a problematic race rhetoric in the UK.
BRAND ROLE
Create Not Hate is a not-for-profit, community interest company, run by Quiet Storm, that works with young people to co-create campaign work addressing different social issues that affects them. Check Your Prejudice was a practical example of CNH’s purpose of giving young people an insight into the creative industries, while at the same time creating a powerful anti-racism campaign.
COMMS IDEA
A lot of anti-racism awareness comms feel detached from the people they’re often seeking to speak on behalf of. Because they lack emotional insight and relatability. We worked with young people through creative workshops and insight sessions to shine fresh thinking on how to address racism, looking at how we can drive awareness and education around the issue to the wider population. We wanted to challenge people to check their internalised prejudices.
RESULTS
A multi-award winning integrated campaign that achieved 500m online media reach with £0 media spend. Check Your Prejudice achieved over 50 pieces of coverage including: Sky, Channel 4, ITV news, The Voice, The Guardian, Timeout, as well as international celebrity endorsement. Most importantly it provided underrepresented talent with the experience of working within the creative industries; multiple young people have secured jobs and placements through this campaign.
.avif)
.jpg)
