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.
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.
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.