The Home Office launched its latest campaign, created by M&C Saatchi London, which aims to communicate that targeting someone with verbal, online or physical abuse because of their race, religion, disability, sexual orientation or transgender identity may be a hate crime.
In the 60 seconds video ad we see a variety of people targeted, such as a woman in a hijab walking down the street and a man in a wheelchair on a bus, with the faces of the perpetrators replaced by police e-fit style images.
The ad finishes with one of these perpetrators being approached by the police outside his house, with a voiceover explaining how targeting anyone with verbal, online or physical abuse because of their religion, race, sexual orientation, disability or transgender identity could be a hate crime.
The final line “It’s not just offensive. It’s an offence.” appears on screen as the ad ends.
The campaign breaks on 31st of October on VOD, and in display and outdoor across England and Wales from the 5th of November, with media planning handled by Wavemaker and buying by Carat and Manning Gottlieb.
Andy Tighe, Director of Communications at The Home Office said: “Through this bold multimedia campaign, the Home Office wants to show members of the public what a hate crime is and that it is unacceptable. It is important to reassure communities that the government is taking hate crime seriously and this innovative campaign will help address the attitudes and beliefs that foster hate crime.”
Justin Tindall, Group Chief Creative Officer at M&C Saatchi said: “What this creative does effectively is communicate to at risk groups how seriously the government takes hate crimes, while also forcing potential perpetrators to see themselves as criminals. The hope is that not only will victims feel more confident in reporting hate crimes, but that those seeking to target these groups will think twice before doing so.”
Source: M&C Saatchi London