Root Out Racism
- Creative Fields Brand, Digital, Online, Print
- Client Name Intent Health, West Yorkshire & Harrogate Health and Care Partnership
The objective: To unite the West Yorkshire and Harrogate Health and Care Partnership (WY&H HCP) community in stamping out racism in order to tackle health inequalities for Black, Asian, and minority ethnic populations by kickstarting a campaign that shines a light on the issues and prompts individuals and institutions alike to take action.
The idea: We worked with Intent Health, a health care PR agency and used the insights they had discovered and formulated via focus group sessions to deliver the creative for the campaign. Based on the findings from these sessions, conversations and people's experiences, Creative Chimps derived the big idea; juxtaposing real narratives on top of photos of members of the community; the messaging being emotionally charged, triggered, and using tongue in cheek humour expresses the reality felt by community members alike. The final designs convey the subversive nature of those experiences and conversations, also portraying the nuances of racism.
The aim: To make people think twice and try to better understand what is going on beneath the surface for people of colour. And in response, act on these feelings to make a real change in their community in ways offered by West Yorkshire and Harrogate HCP.
Deliverables: We created a toolkit of materials for print (posters, flyers, banners) and digital (social media, onscreen, online assets) for partnerships, organisations and individuals to use to show solidarity and action together. Some of these examples are shown below.