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Give Racism The Finger

Give Racism The Finger

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This is a new campaign launched this week in Australia. Give Racism The Finger is the first national campaign to erase racism in Australia.
The campaign was devised by All Together Now, a new not-for-profit organisation, after its founder discovered 2 recent studies. One that revealed 1 in 5 Australians had been a victim of racial abuse at some time in their life and another that indicated that 1 in 7 Australians was a victim of racial abuse in 2010.

From 16 May, The Body Shop customers in Australia are being asked to Give Racism The Finger by dipping their finger in ink and making their mark on a canvas in the store. By doing so, they will be making a commitment to speak up when they witness racism. They will receive a postcard which explains the benefits of bystander action.
The campaign will run until 12 June.

Priscilla Brice-Weller, Founder and Managing Director, All Together Now: “Every person in Australia has a responsibility to prevent racism by speaking up when they witness racism. When you speak up, you feel better knowing that you’ve taken a stand, and the person on the receiving end will feel less disturbed by the abuse. It will also demonstrate to those participating in racist acts that their behaviour will not be tolerated.”

All Together Now is working with The Body Shop, Shift advertising agency, Amnesty International Australia and Hunting With Pixels film studio to start a national conversation about racism.
They interviewed some employees at The Body Shop to find out why this campaign is important to them:

Mark Kindness, Chief Executive, The Body Shop Australia: “The Body Shop has a long history of campaigning against racism, and are proud to partner with All Together Now on the issue. Australians have a collective responsibility to promote cultural diversity within our circles of influence, and stamp out racial discrimination.”

The campaigns contains many items like:

Postcard

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T-shirts

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A PicBadge for adding to a Facebook profile

And a Facebook Page.

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Advertiser:
All Together Now
Agency:
Shift Communications

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