#SoWhiteProject Calls Attention to Under-Representation of Black, Asian and Minorities in Marketing
UNITED KINGDOM — A new campaign by the #SoWhiteProject is calling attention to the under-representation of Black, Asian and Minority Ethnic (BAME) community in advertising and marketing materials with a particular focus on Easter. The #EasterSoWhite campaign is the next evolution of the #SoWhiteProject which first launched with #ChristmasSoWhite in 2016. Diversity is not just for Christmas and #EasterSOwhite continues to promote diversity at key moments when family and friends gather, capturing a more accurate representation of what real life looks like.
The #EasterSoWhite campaign brings attention to different cultural traditions at Easter to stop the cultural white-wash that can often occurs. As well as creating imagery of Easter egg hunts and egg painting the imagery also draws attention to other culture’s Easter traditions. The inspiration to include other cultural traditions occurred when Selma Nicholls, one of the founders, shared that Easter Egg hunts are not a typical tradition for her, explaining that she would instead visit family and friends, enjoying quality time while eating bun and cheese, and fried fish, both Caribbean Easter traditions. Nathalie Gordon, Wren Graham and Nadya Powell, founders of the #SoWhiteProject admitted they had never heard of, let alone tried, bun and cheese. The decision was made to share each other’s cultures and then celebrate this within the imagery. After all, what’s normal for one is not normal for all.
“Looks Like Me, a modeling agency, is bringing vibrancy and positive representation of BAME children and families to the #EasterSOwhite campaign, sharing with everyone the Afro-Caribbean experience during the Easter period,” said Nicholls, co-founder of Looks Like Me.
The So White Project is proud to announce all #EasterSOwhite imagery will be available Royalty Free via Getty Images for everyone to use in their marketing and advertising efforts. Getty is the biggest online photography platform in the world and having contributor status with Getty allows The So White Project the opportunity to provide more diverse imagery to creative industries with immediate effect.
“Diversity in imagery is something that can always be improved. We need to stop reinforcing stereotypes and show the world as it truly is rather than just a representation of the confirmation bias bubble we’re all living in. We hope this campaign will inspire other businesses and agencies to use more diverse imagery. It’s our responsibility to reflect society,” said Gordon, creative founder, #SoWhiteProject.
Lastly, #EasterSOwhite are proud to also announce a partnership with Exterion and Primesight, leading out-of-home media owners, to enable the imagery to be featured in locations across the UK. These include Westfield shopping centers, cinema foyers, alongside railway stations and in local high streets. The imagery will feature the headline Happy Easter from #EasterSOwhite bringing a joyful diverse representation of Easter.
“Seeing our industry gradually waking up to the difference we need to make in the world, we’re proud to be hosting #EasterSOwhite’s message of diversity and inclusion on our billboards. Outdoor advertising is the awareness building medium, reaching 98% of the UK population every week and we’re pleased that our estate will help to start conversations nationwide on the portrayal of our diverse nation in the media,” said Naren Patel, CEO, Primesight.
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