We brought Australians face-to-face with lived experiences to challenge systemic racism.
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Outdoor advertising
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Australia has a problem with racism – and what we think racism is. Because we can’t always see it, but it’s always present in subtle, structural ways.
So we teamed up with the Australian Human Rights Commission to challenge structural racism and unconscious bias.
We started a conversation about Australians' lived experience of racism – and featured diverse voices.
We included white voices to show the startling contrast when we asked questions like:
Can I be sure my name won’t stop me from getting a job interview?
Do I see people who look like me in positions of power or authority?
Or have I ever been racially abused after a game or a match?
A mirror was the central visual metaphor throughout the campaign. Because change is only possible with self-reflection.
The campaign was picked up all over the country, with notable mentions from The Guardian, SBS, ABC News and The Project. Aggregated audience reach from earned media in the first week was over 80 million.
Enough to ignite conversations around the country, and plant the seeds for change.
