Young creative talent shines through once again in this work from the Create Not Hate initiative

Trevor Robinson’s Create Not Hate initiative has launched two new campaigns by under-represented talent focused on stamping out racist attitudes.

The first, ‘Racist Dinosaur’, comprises of a 30-second animated online film and five print executions in which people with racist attitudes are depicted as dinosaurs above the tagline: ‘Make racism extinct’.

The ads, conceived by Jet Harris and Le’vaughn Smith, both aged 16, were developed and produced by Red Brick Road with animation by creative production partner, The Mill.

The second, ‘Racism is Ridiculous’, is a multimedia comic strip comprising eight different executions, each exploring what the world would be like if dogs were racist.

The series of exchanges are depicted using cartoon panels and formatted into outdoor and online ads, using the tagline: ‘Imagine if dogs were racist. Would they hate and hurt based on what they see? Sounds barking mad, so why do we?’.

These ads were conceived by Finton Hurst and Mariana Gonzalez, both aged 22, and made by Ridley Scott Creative Group and Quiet Storm.

Both campaigns, which will run nationally as online and digital banner ads and outdoor posters, with media secured by Total Media.

Racist Dinosaur

‘Racist Dinosaur’ co-conceivers Jet Harris and Le’vaughn Smith got involved with Create Not Hate through Tooting and Mitcham FC U18s and Merton council. Their aim is to make the point that racism is outdated in a humorous way, highlighting that it should have no place in our modern society.

Jet said:“My Mum is Jamaican, and I have seen the racism she has faced because of her accent. It can be a difficult subject to discuss, so I was surprised by how much fun I had.”

Le’vaughn added:“I got pushed out of my comfort zone in a good way.”

Racism is ridiculous

The series of exchanges are depicted using cartoon panels and formatted into outdoor and online ads, using the tagline: ‘Imagine if dogs were racist.

Would they hate and hurt based on what they see?

Sounds barking mad, so why do we?’.

Kai Hsiung, global managing director at RSA Films, said: “Create Not Hate has continued to highlight inequalities within not only our core business, but the wider world in general. It’s essential that we all act now to ensure greater awareness and strive for a fairer and more diverse world. Trevor has been a guiding light throughout the process, and I hope to see this initiative gain more momentum throughout the year.”

Matt Davis, executive creative director at Red Brick Road, said: “The idea of the racist dinosaur is brilliantly simple, powerful, tonally disruptive and demonstrates the level of untapped talent that Create Not Hate is helping unleash. Helping the idea get made and get out there has been an important experience for us, and one we want to build on.”

The new work follows the debut campaign from Create Not Hate 2020 and is the second iteration of an idea first launched 13 years ago by Trevor Robinson OBE and re-launched in August to capture the Notting Hill Carnival’s spirit of protest, equality and fellowship and was inspired by young people’s personal stories of racism and racial profiling.

Trevor Robinson OBE says: “This work is yet another reminder of the untapped talent that’s out there. These young people have used humour brilliantly to tackle an incredibly important issue - a tool that in my view is often the most engaging way to get a message across. I am hugely grateful to Red Brick Road, The Mill and The Ridley Scott Creative Group for getting involved in Create Not Hate - especially at such a difficult time for every business. These big-hearted people have helped make Create Not Hate 2020 happen, along with some very talented young people. I look forward to the initiative's work continuing to progress around racism and how we can tackle it as a society, and I’m excited for other Create Not Hate projects already in the pipeline."

Credits

Lead agency: Create Not Hate / Quiet Storm
Partner agencies & mentors: Ridley Scott Creative Group, Red Brick Road, The Mill, Engine, & Love or Fear
Youth outreach: Merton Council
Media placement: Total Media
PR: Persuasion

Racist Dinosaur– Short film and OOH

Idea Creator/ Co-director: Jet Harris & Le’vaughn Smith - Merton Council Youth Program
Creative Director: Trevor Robinson OBE - Create Not Hate / Quiet Storm & Matt Davis – Red Brick Road
Leadership: Trevor Robinson OBE & Rania Robinson – Quiet Storm
Creating work & Mentorship: Matt Davis, Ted Smith & Jack Bradley – Red Brick Road
Post Production: Matthew Squires & Kwok Fung Lam – The Mill
Project Management: Summer Rozenbroek & Chris Muirhead-Hernandez – Quiet Storm
Youth Outreach: Mellisa Stewart & Elaine Smith – Merton Council
Mentors: Marley Muirhead & Chris Medford - School of Communications Arts, Doug Redfern, Michael Arthey, Billel Labjaoui, Charlie Hallam, Paul Jordan – Engine, Dave Dye – Love or Fear, Seb Jamous – Quiet Storm
Media Placement: Mihir Haria-Shah, Kashif Dalvi & Liz Duff – Total Media

Racism is Ridiculous / Racist Dogs – Multimedia campaign

Idea Creator: Finton Hurst & Mariana Gonzalez - Merton Council
Creative Director: Trevor Robinson OBE - Create Not Hate / Quiet Storm
Leadership: Trevor Robinson OBE & Rania Robinson – Quiet Storm
Creating work & Mentorship: Kai Hsiung, Luke Scott & Greg Fay – Ridley Scott Creative Group
Creative: Harry Iddon & Chloe Haggag - Quiet Storm
Project management: Summer Rozenbroek & Chris Muirhead-Hernandez – Quiet Storm
Youth Outreach: Mellisa Stewart & Elaine Smith – Merton Council
Mentors: Marley Muirhead & Chris Medford - School of Communications Arts, Doug Redfern, Michael Arthey, Billel Labjaoui, Charlie Hallam, Paul Jordan – Engine, Dave Dye – Love or Fear, Harry Iddon, Chloe Haggag & Seb Jamous – Quiet Storm
Media Placement: Mihir Haria-Shah, Kashif Dalvi & Liz Duff – Total Media