Racist Dinosaur
Not for Profit Initiative
Issue 57 | December 2020
Agency
Create Not Hate, Quiet Storm, Ridley Scott Creative Group, Red Brick Road, The Mill, Engine, Love or Fear
Creative Team
Creative Directors Trevor Robinson OBE (Quiet Storm), Matt Davis (Red Brick Road) Creative team Jet Harris, Le’vaughn Smith Creative Mentors Matt Davis, Ted Smith & Jack Bradley (Red Brick Road), Marley Muirhead, Chris Medford (School of Communication Arts), Doug Redfern, Michael Arthey, Billel Labjaoui, Charlie Hallam, Paul Jordan (Engine), Dave Dye (Love or Fear), Seb Jamous (Quiet Storm).
Production Team
Project Management Summer Rozenbroek, Chris Muirhead-Hernandez (Quiet Storm) Post-Production Matthew Squires, Kwok Fung Lam (The Mill)
Other Credits
Leadership Rania Robinson (Quiet Storm) Youth Outreach, Merton Council Mellisa Stewart, Elaine Smith Media Placement Mihir Haria-Shah, Kashif Dalvi, Liz Duff (Total Media) PR Persuasion
Date
October 2020
Background
Trevor Robinson’s Create Not Hate initiative was launched in 2007 to help marginalised inner-city young people from similar backgrounds to his own to unlock their creative potential.
Idea
‘Racist Dinosaur’ was conceived by Jet Harris and Le’vaughn Smith, both aged 16, who got involved with Create Not Hate through Tooting and Mitcham FC U18s and Merton council.
Their aim was to use humour in a 30-second animated film and five print executions to make the point that racism is outdated in a modern society.
Jet said: “My Mum is Jamaican, and I have seen the racism she has faced because of her accent. It can be a difficult subject to discuss, so I was surprised how much fun I had.”
Results
The campaign ran nationally as online and digital banner ads and outdoor posters, with media secured by Total Media.
Our Thoughts
Advertising in the UK has been monstrously guilty of wringing its hands over diversity and inclusivity and done sod all about it. The Robinsons, Trevor and Rania, are almost unique in having invested time and energy and, no doubt, money in encouraging youngsters from the wrong side of the tracks to come and liven up our moribund industry.
Fifty years ago, when advertising really was a meritocracy, it was working class kids like Ridley Scott, Alan Parker, Frank Lowe, David Bailey and John Claridge who turned the UK into a hotbed of creativity. Maybe, just maybe, the Robinsons can inspire a renaissance.
For more information go to http://createnothate.org