Give Nothing to Racism
New Zealand Human Rights Commission
Issue 47 | June 2018
Agency
Clemenger BBDO Wellington
Creative Team
Managing Director: Brett Hoskin Executive Creative Director: Brigid Alkema Creative Director: Emily Beautrais Creative: Frances Cooke Design Director: Steve Boggs Digital Designer: Ryan Christie Managing Partner: Linda Major Strategist: Bethany Omeri Project Manager: Robbie Allen Account Executive: Charlotte Greally Head of Content Production: Christina Hazard Producer: Carne Godfrey Freelance Producer: Tracy Morley-Hall Freelance Producer: Jen Gasson Editor: Dan Monaghan Editor: Ollie Sent Sound Designer: Paul Stent Technical Director: Kate Brown User Experience: Chris Brown Front End Developer: Vikash Deepchand Back End Developer: Drew Kennelly Front End Developer: Martin Hipp Software Tester: Matthew Amundsen
Production Team
Production Company: Curious Film Director: Taika Waititi Producer: Matt Noonan Producer: Brande Bytheway DOP: Jesse Cain Editor: Jonathan Venz Colourist: Pete Ritchie Production Company: Match Photographers Photographer/ Director: Troy Goodall Producer: Emily Moon Retoucher: Dan Coroian-Vlad Photographer: Arto Saari Photographer: Maxy
Other Credits
Client: New Zealand Human Rights Commission Race Relations Commissioner: Dame Susan Devoy Communications Manager: Michelle Tayler Communications Strategist: Christine Ammunson Digital Campaign Manager: Ryan Mearns Media Agency: OMD Wellington Media Strategist: Jake Firman Media: Edd Lucas
Date
June 2017
Background
New Zealanders don’t consider themselves racist, because their racism isn’t as extreme as what is seen happening overseas. But racism does exist there, and it’s growing. When it comes to appeals, everyone understands that every little bit adds up and makes a difference. So to get Kiwis to reconsider the impact of their ‘small and insignificant’ casual racism, they launched one of their own.
Idea
New Zealander of the Year Taika Waititi launched the campaign by asking the nation ‘What will you give to racism? With this frame, every tiny bit would contribute to the bigger cause. Suddenly people felt less comfortable feeding it, tolerating it, and allowing it to grow, and instead committed to giving racism no laughs, no smiles, no positive reactions, no support.
Results
Kiwis began to use ‘Give Nothing to Racism’ to call racism out in the media, in the education system, on sports fields, in businesses – everywhere they saw it. ‘Give Nothing to Racism’ is being used both as a standard to live up to, and a tool to respond to even the smallest examples of racism, in the real world and online – with a nation of individuals, organisations, schools, and even three of their major cities now giving nothing to racism.