Project Overview
The "Racism is Real" campaign was dedicated to addressing and raising awareness about racial inequality in the workplace. This initiative aimed to highlight the challenges faced by ethnic minorities and advocate for solutions that promoted justice, equality, and fairness within professional environments. A range of compelling visuals was created to effectively communicate these issues and inspire positive change.
Objectives
The campaign sought to achieve several objectives: to raise awareness about racial inequality and discrimination in the workplace, to encourage individuals and organisations to adopt fair practices and embrace diversity, and to promote inclusivity by empowering ethnic minorities to pursue career opportunities without the fear of racial bias.
Target Audience
The campaign was aimed at the general public, employers and human resources professionals, ethnic minority communities, and policymakers and community leaders. Engaging these groups was crucial for fostering widespread understanding and action.
Key Messages
The campaign conveyed three main messages: firstly, that racial inequality was a significant issue in the workplace; secondly, that discrimination, such as racial profiling by authority figures, could deter individuals from pursuing professional goals; and thirdly, that viewers should be inspired to reflect on their own practices and commit to promoting equality and fairness.
Visual Elements
The visual elements of the campaign included infographics to present statistics and facts about racial disparities, and illustrations to depict scenarios of racial discrimination and its impact. Additionally, posters and social media graphics were designed to capture attention and encourage sharing.
Tone and Style
The tone of the campaign was empathetic, addressing the issues with sensitivity and respect. It was also inspirational, aiming to motivate positive change and inclusivity, while maintaining a professional style to ensure credibility and seriousness.
Deliverables
The campaign delivered a strategy document outlining the approach, target audience, key messages, and tactics. Visual assets included infographics, illustrations, posters, and social media graphics. A promotion plan was also developed to guide the distribution and promotion of the visuals across various platforms.
Timeline
The project timeline included phases for initial concept development, design development, review and revisions, and final delivery. Specific dates were determined and provided.
Success Metrics
The effectiveness of the campaign was measured by engagement metrics such as social media shares, likes, and comments, as well as reach, including impressions and audience visibility. Feedback from the target audience was also collected to assess the impact of the visuals.
Racism is Real (RIR) logo
A billboard designed to raise public awareness about the reality of racism in the UK. The billboard would convey a powerful message about the prevalence of racial discrimination and emphasize the need for equality and justice in the workplace. It would include informative content on how racism manifests, its effects on individuals and communities, and actionable steps that can be taken to promote fairness and inclusivity at work. The aim is to engage the broader public, spark conversations, and encourage systemic changes to create more equitable work environments.
Here is a 15-second video for the "Racism is Real" campaign that emphasizes the importance of embracing diversity in the workplace. The video features a construction-themed example: it opens with footage of a diverse team of construction workers collaborating on a project. As they work together, a voiceover states, “Just like a successful build needs diverse skills and perspectives, a thriving workplace needs inclusion and respect for all.” The video concludes with a call to action: “Embrace diversity. Build a better workplace.” This visual and verbal message highlights how valuing diverse contributions leads to stronger, more equitable professional environments.
Racism is a pressing issue that needs to be addressed. To contribute to this cause, I created posters designed to be placed next to the escalators in the London Underground. I chose this location because many commuters pass through this area daily on their way to work, ensuring the message reaches a wide audience. This initiative is particularly important given that 91% of police officers are white, highlighting a significant lack of diversity within the force. Through these posters, I aim to raise awareness about racial disparities and encourage more people from Black, Asian, and Minority Ethnic (BAME) backgrounds to consider joining the police force. By doing so, I hope to inspire a movement that embraces diversity within the police force, fostering a more representative and equitable law enforcement community.
The banner titled "Racism is Real" has been prominently displayed at bus stops to raise awareness about racial issues. Given that many people rely on buses for their daily commutes to work, these strategically placed banners ensure that the message reaches a broad audience of working individuals. This initiative is especially important considering that Black people are nine times more likely to be stopped and searched by police than white people. By targeting such high-traffic locations, the campaign aims to make a significant impact on the daily commuters, fostering greater awareness about these disparities and prompting conversations on racism among a diverse group of people.
Here is a 12-second video for the "Racism is Real" campaign. The video highlights the importance of fairness and equity in stop-and-search procedures, aiming to promote a more just approach. By presenting a concise yet impactful message, the video seeks to raise awareness about the need for equal treatment and challenge existing biases in law enforcement practices.
This poster highlights the urgent need for increased ethnic minority representation in political spaces, spotlighting that only 8% of MPs in the House of Commons come from ethnic backgrounds, a stark contrast to the diverse demographics of the population they serve. Featuring a compelling visual of a diverse group standing united before a government building, the design emphasizes the disparity and its impact on true democratic representation. Key statistics and a call-to-action urge viewers to vote for diverse candidates, support organizations advocating for political inclusivity, and engage in discussions about equitable representation. By illustrating the current gap and providing actionable steps, this poster advocates for a more inclusive and representative political system.
Another example of the "Racism is Real" campaign is a London Underground ad designed to raise awareness. As many people who are interested in politics use this mode of transportation to commute to work, the ad effectively reaches a broad audience, including those engaged in political discussions and activities, sending an important message to every worker.