Race equality sits with you
A heavy-hitting racial equality campaign aimed at changing subconscious behaviours and tackling institutional racism within the educational sector.
Working closely with Anglia Ruskin University, we set out to confront the reality of racial inequality within the education sector.
The campaign focuses on creating awareness of unintended behaviours within the faculty, driving uptake of CPD programmes to help better understand subconscious racial inequality and systematic bias.
We ran a series of focus groups and interviews with both staff and students across the university. These honest, and at times uncomfortable, conversations helped us explore real experiences and perceptions which formed the foundation for the campaign’s narrative direction.
From this research, we developed a creative proposition: “Race Equality Sits With You”. A direct call for personal reflection and accountability which encourages everyone in the sector to recognise their role in either sustaining or challenging inequality.
The campaign was brought to life through hard-hitting video content rooted in authentic scenarios. These were supported by offline communications placed around the university campus, keeping the message visible and the conversation ongoing.
More than just a film, it is a behavioural intervention, designed to spark reflection, conversation, and action.
Since the launch of the race equality campaign, we’ve continued to collaborate with ARU on a range of video content