With the tagline “Eliminating Racism. Empowering Woman,” the YWCA launched a national advertising campaign January 31 that points out the subtle and not so subtle existence of racism in society and how it affects people.
The campaign will include national television, online, radio and print.
Created by Bozell & Jacobs and directed by Bronwen Hughes, two spots kick off the campaign. The first, “Unspoken,” illustrates the many subtle ways that racism occurs in everyday situations, from a man shunning another of a different race as they enter their identical apartments to a Native American child sitting alone as an outcast while other children play around him on a playground. The second, “Little Girls,” demonstrates the blatant ways that women and girls are routinely devalued in today’s society. This spot uses harsh music lyrics as a metaphor for the underlying opinions and attitudes that are still commonly accepted. Visually, the spot celebrates the enthusiasm, innocence and spontaneity of little girls, while the soundtrack emits jarringly derogatory rock, hip hop, pop and country music lyrics. It’s quite stunningly effective.
Through a media partnership with Viacom Plus, Viacom’s cross-platform sales and marketing group, the YWCA will target young adults ages 18-34 with the campaign on MTV, MTV2 and BET as well as MTV.com and BET.com.
The components of the campaign can be viewed here.
