In the wake of Black Lives Matter protests, Race Council Cymru wanted to rally organisations and individuals in Wales to stand in solidarity with Black, Asian and Minority Ethnic people to stamp out racism by getting businesses in Wales to sign a zero-tolerance policy.
Our target was to sign up 200 employers and employees to the policy.
The campaign needed to happen quickly to ride the momentum of existing conversations around BLM and to coincide with Black History Month 2021.
We got to work right away and set up a steering group of community influencers, stakeholders and campaign advocates – people with lived experience of racism in Wales – to define our campaign plan, branding and messaging.
The call to action was clear – sign up as an individual or an organisation to our zero-tolerance policy against racism and make your support for a Wales without racism public.
Zero Racism Wales, its messages, identity, supporting visuals, video, website and social media platforms were co-created and launched within a matter of weeks.
The campaign was built through social media and direct outreach with organisations across Wales to back the policy and to say NO to racism via their own channels. All communication directed people to the website where pledges were updated in real time.
Businesses and citizens in Wales signed up to the policy
