Campaigns are everywhere. You see them on your phone, TV, in the newspaper and on billboards. These shape the way you think and act. So, what if we used campaigns as a means to realize dreams and societal change? We are doing it. One campaign at a time. One of those is the Racism Detox.
The Racism Detox is an initiative by Halima el Hajoui-Özen and Seyda Buurman-Kutsal. Two inspiring women who are experts in inclusion and anti-discrimination. Their idea was simple but powerful. They had a vision to create a community of people committed to actively practicing anti-racism in their daily lives, through small acts of inclusion. They connected with Blueyse to help bring their vision to life and together we created a social campaign to spark a movement. Daily micro-challenges to broaden perspectives and actually change behaviour to get a step closer to realizing a world free of racism and discrimination.
Campaigns informed by a social antenna
Campaigns are often used to sell a product or service. Yet, they can have a much greater impact. At Blueyse, we believe it is essential for every campaign to have a social antenna, so that it reflects the realities of the society it’s aiming to influence. It’s about understanding the market and the emotions and beliefs of the people who are a part of it. This is key for the success of any campaign, but especially for those that aim to make a positive change in society, like the Racism Detox or our UNSEEN and Think Before You Ink campaigns.
Not every agency wants to do a social campaign. Many see them as expensive, with the potential for opening a client to reputational damage, and ineffective in driving real social change. But the evidence says otherwise. Research by Edelman shows that doing nothing and staying silent is actually a risk. People across generations interact more with companies that they trust. And the most effective way to earn trust is to authentically reflect today’s culture. People do not only want products or services from companies. They want to align with their values and want to feel a part of something bigger.
We need to act
Globally, we are seeing a shift to more far-right governments. Fascism is on the rise, discrimination and racism numbers are up, and people are getting poorer. To say this is incredibly worrying and alarming is an understatement. We need to act. We cannot stay silent. Which is why taking on campaigns like Racism Detox is more important now than ever.
It’s our duty to act and stand alongside people and companies who really want to make a difference. Halima el Hajoui-Özen and Seyda Buurman-Kutsal are changemakers. But I believe everybody can make a change. Will you join us?