Championing diversity, inclusion, compassion and understanding.
Think HQ has created a national campaign for the Australian Human Rights Commission that calls on those without lived experience of racism to reflect on its root causes and impacts - and do more to address it.
The campaign prompts the public to reflect on racism and its impacts, to build awareness of how racism operates at institutional and interpersonal levels and give people tools to recognise and address it.
The campaign aims to spark conversations around racism and drive traffic to the campaign website where individuals and organisations can further engage with resources including conversation guides and a Workplace Cultural Diversity Tool.
Think HQ developed assets which includes Community Service Announcement (CSA) videos, outdoor advertising, digital and social media content, campaign banners and other supporting collateral to stimulate open conversation and reflection - while avoiding blame or stigma.
The campaign films include a full-length CSA and 60-, 30- and 15-second versions along with donated campaign and network broadcast support from Mamamia, Pedestrian Group, SBS Digital, Nine Online, The Guardian and Twitter; as well as QMS Outdoor.
Think HQ recruited spokespeople and everyday talent, including those who have lived experience of racism, and those who don’t, to appear in the campaign CSA. The talent was invited to share their personal reflections on racism and inequality, through a series of 14 carefully developed and thought-provoking questions, such as: “Can I be sure my name won’t stop me from getting a job interview?"
Campaign spokespeople include former Socceroos captain and human rights activist Craig Foster, social justice advocate and broadcaster Tasneem Chopra, Australian Indigenous model, and advocate Keyarny Lamb and Melbourne United basketballer Jack White.
Race Discrimination commissioner Chin Tan said: "Racism continues to undermine justice and fairness in Australia. We see it in discrimination and power imbalances that create inequitable outcomes for First Nations and culturally diverse communities."
Think HQ founder and managing director Jen Sharpe said: “The campaign philosophy is a mirror reflection of Think HQ’s unwavering focus on championing diversity and inclusion and encouraging compassion and understanding."
Credits:
Think HQ
Jen Sharpe - Founder and Managing Director
Andy Lima - Group Head of Creative
Nathan Barrow - Senior Art Director
Camilo Suarez - Art Director
Ryan Graf - Senior Copywriter
Jess Glass - Senior Account Director
Prof Shane Hearn - Head of First Nations Communications and Engagement
Stefan Delatovic - Head of Content and Owned Strategy
Gabby Brigden - Head of PR, Content and Events
Jennifer Aitken - PR Account Director
Juliette Elfick - PR Senior Account Manager
Matilda Hammond - PR Account Executive
Jessica Billimoria - Head, CultureVerse
Elise Erwin - CultureVerse, Senior Account Director
Preity Bhandary - CultureVerse, Account Coordinator
Dr Andre Gulyas - Research Analyst
Vanessa Langenberg - Research Associate
Production - Think HQ
Yeoseop Yoon - Director
Dom Evans - Head of Production
Bridget Materia - Producer
Michael Lincoln - Cinematographer
Lily Rolfe - Production Coordinator
Matthew Fregnan - Video Editor
Xiahong Jiang - Motion Designer
Bridget Bourke - Sound Designer
Olivier Laude - Head of Digital
Don Katugampala - Developer
