Campaign - Friday 12th December 2003

Saatchi & Saatchi has created an anti-racism campaign to raise awareness of the NatWest-sponsored Ethnic Multicultural Media Awards.

The EMMA Awards celebrate the diversity and professional excellence within the media industry.

The print and poster campaign is designed to raise awareness and understanding about racism in Britain’s multicultural community, and aims to relate to those who identify with British as well as their own ethnic origins.

The campaign is composed of three creative executions that employ what initially appear to be characters and words in a foreign language. On closer inspection, each ad is actually written in British slang. For example, one execution says: “Fancy a pint down at the Dog and Duck?”

“The ads perfectly symbolise EMMA’s stance towards multiculture,” Bobby A. Syed, the founder of EMMA, said.

The campaign will run in ethnic media publications. The ads were written by Paul Ewen and art directed by Ajab Singh. Media planning and buying was handled by EMMA.

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