Read without ads and support Scribd by becoming a Scribd Premium Reader.
See Premium Plans
 
 
PROJECT EVALUATION:
“GIVE RACISM THE FINGER” CAMPAIGN
JANUARY – SEPTEMBER 2011PREPARED BY:PRISCILLA BRICE-WELLERMANAGING DIRECTORALL TOGETHER NOW7 NOVEMBER 2011
 
This project is part of a broader three-year campaign to reduce racism in Australia among ambivalent adults, which is roughly 40% of the adult population. This group is happy with culturaldiversity in principle, but they prefer assimilation over an intercultural society.The project aimed to disseminate an anti-racist message to this group by engaging young adults(aged 18-45) who are positive about cultural diversity and encourage them to have conversationswith their ambivalent friends and family members about racism. This aim would be achieved byusing social contexts, face-to-face discussions, online social media tools, and public arts.
PROJECT OVERVIEW
Our funded project, which is a subset of a broader three-year campaign, was to engage customersof The Body Shop (who are largely identified as being in the “positive about diversity” group) tohave constructive conversations about racism with their more ambivalent friends. Often this wouldbe in the form of bystander action – speaking up when they witness racism. Research shows thatwhen a bystander speaks up, they will feel better as a result, the victim will feel more connected to their community, and the perpetrator will be less likely to say something racist in the future.All Together Now planned to do this in partnership with The Body Shop by asking their store staff  to speak to their customers about racism. The customers would be asked to demonstrate theirwillingness to speak up about racism by dipping their finger in ink, and placing their inked fingeron a canvas letter in the store.Our aim was to have at least 20,000 people commit to speaking up about racism whenever aracist comment is made. This was later increased to a stretch goal of 40,000 on the suggestion of The Body Shop prior to the campaign launch.
PROJECT OBJECTIVES
The objectives for this project were as follows:1.
 
 to build the confidence of The Body Shop employees to speak about, and act on, racism andracial discrimination;2.
 
 to have a signed commitment from 20,000 of The Body Shop customers during the period of  the campaign period who will speak to their family members about the effects of racial slurson individuals and the community;3.
 
 to increase the number of All Together Now supporters;4.
 
 to build long-term partnerships with new people and organisations; and5.
 
 to execute a well-managed campaign.
 
PROJECT PLANNING PROCESS
All Together Now started the project by interviewing staff on video in five of The Body Shop storesabout what they thought would work in-store.The suggestions ranged from supplying training resources for staff, to having window posters thathad a limited number of words to attract customers into the store, to being courageous with ourmessaging.We took this advice together with recommendations from our reference committee (a small groupof Australian academics and practitioners who work in the specialised field of racism prevention),and held a brainstorming day.From this meeting emerged several concepts. Afterdiscussing these with All Together Now’s board thedecision was made to use an image of afingerprint as our campaign creative concept,because every person has a fingerprint, and theyare all similar but unique. This imageryencapsulates the message behind All TogetherNow’s campaign of celebrating cultural diversitywhile also recognising that we are all Australians. Italso retains the complexity of the message rather than reducing “race” and culture to a simplisticsymbol (e.g. skin colour, food).Shift used the fingerprint concept to come up with the slogan “Give Racism The Finger”. Their pitchwas that when customers entered a store, theywould be asked to Give Racism The Finger bydipping their finger in ink and placing theirfingerprint on a canvas. By doing so, they werecommitting to speak up when they witnessedracism. This bystander action is in line with currentAustralian research and also the position of theAustralian Human Rights Commission’s RaceDiscrimination unit.The “Give Racism The Finger” concept relied on The Body Shop store staff to have the confidenceand knowledge about racism to talk to customers about the campaign. We acknowledged that these conversations might be difficult for some staff to have with customers, so we provided themwith materials to help them understand the issues and anticipate tricky questions. These weredelivered in the form of team discussion starters (so they could practice conversations with theircolleagues), videos, and a staff pack containing statistics and other vital information. Thesematerials were provided each week over three weeks to prepare and inspire them.
Search
Search History:
Searching...
Result 00 of 00
00 results for result for
  • p.
    • Notes
    Load more