| Title | I'M NOT RACIST, BUT... |
| Brand | HAND IN HAND |
| Product/Service | HAND IN HAND AGAINST RACISM |
| Category |
B03. Use of Social Platform(s) in a Promotional Campaign |
|
Entrant Company
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MORTIERBRIGADE Brussels, BELGIUM
|
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Advertising Agency
|
MORTIERBRIGADE Brussels, BELGIUM
|
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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 |
The Brief
Recent societal events in Europe (such as the rise of ISIS or the Charlie Hebdo tragedy) led to new forms of racism.
Very often, muslim culture is targeted.
When the patriotic anti muslim movement Pegida started manifestations in Belgium, we felt the urge to do something.
One of the problems is, that through phrases such as 'I'm not a racist, but...' the racist discourse has entered common speech and too many people don't think of these statements as racist anymore.
In order to stop the rise of racism, we had to make people aware of this first.
Campaign Success
We invited people via Facebook and Twitter to dislike the 'I'm not racist, but...' speech from a woman on our website.
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.
Describe the success of the promotion with both client and consumer including some quantifiable results
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
Explain why the method of promotion was most relevant to the product or service
'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.
They wanted to make people stop using the phrase and activate them to speek up against racism - certainly when it comes packed as 'I'm not racist but...'