New racism appeal asks Kiwis to ‘Give Nothing’ in new campaign via Clemenger BBDO | Touchcast

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Taika Hero Video Main Image (1).jpgA new campaign has been launched by the NZ Human Rights Commission via Clemenger BBDO | Touchcast, asking New Zealanders to question how much they give to racism, and challenging them to give it no support to grow.

New Zealander of the Year Taika Waititi opens the campaign with an appeal to New Zealanders to get on board, and an overwhelming number of iconic Kiwis have already. Top sports players, business people and entertainers have all joined the movement so far.

Clemenger BBDO | Touchcast conceived the campaign and worked with OMD, Curious Film and Match Photographers who all gave generous time and support to bring the campaign to life.

Says Dame Susan Devoy, race relations commissioner: “While many aren’t exposed to it, racism is a problem in New Zealand. And it’s growing. 1 in 3 complaints to the Human Rights Commission are race related, and we’ve seen a rise in racist attacks. But racism starts casually and quietly, so that has become the focus of this campaign.

“No one likes to think of themselves as racist. And while many of us wouldn’t tolerate extreme racism, we’re happy to let the smaller, ‘harmless’ stuff slide. But it’s this acceptance that helps racism to normalise and grow.

“It’s time for individuals, schools, companies and industries in New Zealand to step back and ask themselves how much they are prepared to give to racism.”

The campaign calls on people to starve racism of the encouragement it needs to grow by giving it nothing: “Give no fuel. Give no power. Give no money. Give no airtime. Give no laughs. Give no likes.”

Says Devoy: “Racism starts small, but so too does hope. We’d love many more people and many more parts of our society to take this challenge on board.

“Advertising sets the tone of what is generally accepted in culture. It shapes our national psyche and is hugely influential, so the advertising industry as a whole has an important role to play in the success of this cultural shift.”

Client: NZ Human Rights Commission

Agency: Clemenger BBDO | Touchcast

Media: OMD Wellington and Fuse

Production Company: Curious Film

Photography: Match Photographers