Campaign Overview:
"Humans Behind Race" - Innovative Anti-Racism Awareness
Objective:
‘Humans Behind Race’ is a trailblazing anti-racism awareness campaign that embraces humor and relatable moments to dismantle racial stereotypes. Our primary objective is to foster understanding and empathy by showcasing individuals from diverse backgrounds finding common ground through shared experiences.
Campaign Elements:
The heart of our campaign lies in a series of engaging videos, featuring humorous everyday situations that resonate with our target audience, the general population aged 15-75. By utilizing relatable scenarios, such as someone searching for a phone they are already holding or the disappointment of an empty birthday card, we intend to promote shared humanity beyond racial differences.
360 Campaign Approach:
Our creative strategy takes a comprehensive 360-degree approach, prominently featuring the videos on big city center billboards and various social media platforms. This multi-faceted strategy aims to reach a wide audience and encourage active participation in the fight against racism.
Tagline:
‘We're all just humans, racism is lame.’
Addressing User Pain Point:
The ‘Humans Behind Race’ campaign confronts a common issue experienced by many individuals - the emergence of intrusive, racist thoughts stemming from implicit biases. By ingeniously incorporating humor and everyday moments, we create an open and non-judgmental space to challenge these implicit biases, subconsciously promoting introspection and understanding.
Effectiveness of Humor:
Research has shown that humor is a powerful tool for discussing complex and sensitive topics like racism. With our humorously themed videos, we tackle implicit bias and intrusive thoughts, encouraging our target audience to confront these issues in a light-hearted yet impactful manner. Our approach aims to facilitate open conversations without triggering feelings of guilt or shame.
Empowering Change:
‘Humans Behind Race’ seeks to inspire positive change by promoting empathy, inclusivity, and the dismantling of racial stereotypes. By highlighting shared experiences and our common humanity, we pave the way for a more equitable and harmonious society, where racism is challenged and dismantled with understanding and humor.
Conclusion:
The ‘Humans Behind Race’ campaign is a pioneering effort to combat racism using innovative humor and everyday moments to promote empathy and understanding. By addressing implicit biases with relatable scenarios, we empower individuals to challenge their own perceptions and embrace the shared humanity that transcends racial differences. This creative strategy seeks to foster constructive conversations and encourage positive change, paving the way for a more inclusive and compassionate society. Please note that this project is a personal endeavor and not an official initiative of any specific organization.
