| Title | I'M NOT RACIST, BUT... |
| Brand | HAND IN HAND |
| Product/Service | HAND IN HAND AGAINST RACISM |
| Category |
B01. Use of Social Platforms |
|
Entrant Company
|
MORTIERBRIGADE Brussels, BELGIUM
|
|
Advertising Agency
|
MORTIERBRIGADE Brussels, BELGIUM
|
|
Production Company
|
CZAR Brussels, BELGIUM
|
Credits
| Marius Dekeyser |
vzw Hand in Hand |
Client |
| Ludo Segers |
vzw Hand in Hand |
Client |
| Jens Mortier |
Mortierbrigade |
Creative Director |
| Joost Berends |
Mortierbrigade |
Creative Director |
| Philippe De Ceuster |
Mortierbrigade |
Creative Director |
| Vincent D'Halluin |
Mortierbrigade |
Strategic Director |
| Hannes Coudenys |
Mortierbrigade |
Social Media Creative |
| Jan Schoofs |
Mortierbrigade |
Creative |
| Toon Leysen |
Mortierbrigade |
Creative |
| Silke Beurms |
Mortierbrigade |
Creative |
| Tom Meijer |
Mortierbrigade |
Creative |
| Charlotte Coddens |
Mortierbrigade |
Business Director |
| Eline Rousseau |
Mortierbrigade |
Agency Producer |
| Koen Mortier |
Czar |
Film Director |
| Maarten De Sutter |
Czar |
Film Producer |
| Wannes Vermeulen |
Mortierbrigade |
Creative Developer |
| Wietse De Ridder |
Mortierbrigade |
Creative Developer |
Brief Explanation
'I'm not racist but …' is the most used introduction to say something racist.
Particularly on social media, people use this cliché to post racist comments and prejudices.
Anti-racism organisation Hand In Hand decided to open the debate.
By launching an interactive movie, they wanted to make people stop using it.
People were invited to dislike a woman's racist speech, in order to make the movie a few milliseconds shorter.
The more dislikes, the shorter the movie.
Until she says 'I'm not a racist.' Period.
Results and Effectiveness
Within 2 hours, #iamnotracistbut became a trending topic on Twitter.
Within less than 24 hours, we gathered 35.000 dislikes to shorten the movie.
But most importantly, we started a lot of social media conversations about discrimination and racism.
In only 24 hours this resulted in:
more than 120.000 website visitors
coverage on every major Belgian news site
totalling 7.4 million media impressions
And Belgians were made aware of their own racist thoughts.
Creative Execution
We invited people via Facebook and Twitter to dislike the 'I'm not racist, but...' speech from a
woman.
If you disliked the woman's racist speech, you made the movie a few milliseconds shorter.
So the more dislikes, the shorter the movie.
This way, the only words left were (after a few hours) 'I'm not a racist.' Period.
People could then share this message on their social media and encourage others to fight racist statements as well.
Insights, Strategy and the Idea
10 years ago, we launched a famous campaign in Belgium for the anti racism organisation Hand In Hand.
Seen the recent events, they felt the urge to be present again, with a contemporary campaign reaching as many people as possible.
It is however not the organisation that is important, but the message.
Social media made today possible what was more difficult 10 years ago: to make people spread our message actively.