In 2019, the Irish Network Against Racism (INAR) counted 530 reports of racism. 50 of these were for racist assaults – the highest number recorded since INAR began publishing the reports in 2013.
2020 has seen the spark of a global conversation surrounding racism and discrimination and the harmful damage it causes. That’s why this year’s Public Transport Anti-Racism Campaign is more important than ever.
Created by TBWA\Dublin, Transport for Ireland have launched a campaign to combat racism in conjunction with the Immigrant Council of Ireland and Dublin City Council.
The campaign, live across social and OOH, features multiple ethnicities, combining portraits to showcase the diversity of Ireland. The variety of video and static elements used aim to communicate the message that ‘everyone is welcome on public transport’ and that Transport for Ireland and its partners are united against racism.
Niall Staines, Head of Art at TBWA\Dublin said: “We wanted to showcase the rich and beautiful diversity we have in our country and let people know, in no uncertain terms, that there’s no room for racism on public transport. To do this in an engaging way, we combined portraits of men and women from all over Ireland to create one unique portrait in the shape of an arrow to symbolise society moving forward”.
TBWA\Dublin partnered with Humans of Dublin (HOD) to further extend the campaign. Peter Varga, founder and creator, met with five people to capture their portraits and stories to share on HOD’s wide-reaching social channels. Each of the five participants were chosen for their active role in promoting inclusivity and diversity in Ireland. TBWA\Dublin vhose Emer Foly in particular to be part of the Humans of Dublin partnership after seeing her speak at the IAPI “Advertising Needs to Stand Up to Racism’ event. The five portraits, captured in a public transport environment, provide a platform for these people to tell their stories; and their desire for an inclusive Ireland.
To read what Minister for Communications Networks, Climate Action and Transport, Eamon Ryan TD, National Transport Authority Chief Executive Officer, Anne Graham and ICI Chief Executive Officer, Brian Killoran had to say about the campaign, click here>>
Credits
TBWA\Dublin
Head of Art, Niall Staines
Creative Directors, Clayton Homer & Dillon Elliott
Senior Account Manager, Aoife McCarthy
Copywriter, Niall McDonnell
Strategy Director, Aleesha Tully
Social Media & Content Specialist, Amy Tumelty
Account Executive, Katie Corscadden
Graphic Designer, Joe Collins
Motion Graphics, Mark Murray
Client: National Transport Authority – Transport for Ireland
