Racism Detox
Challenge
Racism Detox is an initiative by anti-discrimination experts Halima el Hajoui-Özen and Şeydâ Buurman-Kutsal. For years, they had been asked the same question by people attending their trainings: “What can I do against racism and discrimination?”
With 1 in 10 people in the Netherlands that experience discrimination every year, and official reports showing that these numbers are rising, many people assume the issue is too large for individual action to matter. The experts know otherwise. Through their work, el Hajoui-Özen and Buurman-Kutsal recognised that small, everyday actions, or micro-inclusions, could be used to guide people to actively stand against racism and discrimination and build an anti-racist society.
The challenge was to turn that idea into something bigger. A movement. Blueyse was brought in to help make that happen.
solution
Blueyse began with research, analysing the landscape of anti-discrimination initiatives, studied audience behaviour, and used those insights to shape both the strategy and the creative direction. The goal was to build something that would connect with a broad public and sustain engagement beyond a single moment of awareness.
From that foundation, we developed a bold, recognisable brand that sits alongside the experts’ existing companies while standing clearly on its own. The visual identity is grounded in the concept of the ripple effect, reflecting the central idea of the campaign: that small, consistent actions create impact far beyond what is immediately visible.
The campaign itself was a 30-day national challenge, inviting people to take one meaningful action against racism every day. It launched on 21 March 2026, the International Day for the Elimination of Racial Discrimination. Original content was created for each day for social media and email, and a shareable profile frame was designed by Blueyse to allow participants to make their commitment visible across their own networks.
ACHIEVEMENTS
Blueyse defined a strategy that gave Racism Detox a clear direction for growing into an independent organization over time. We created the brand, campaign concept, and content across channels. Within weeks of launch, the Racism Detox community had grown from the two experts to 1,000 members, and continues to grow.
