BeyondBlue highlights how discrimination can impact mental health in new campaign
BeyondBlue is highlighting how experiences of discrimination are linked to poor mental health in a new campaign which places emphasis on the behaviour of non-Indigenous people and the impact it is having on Aboriginal and Torres Strait Islander people.
Launched on July 29, the campaign aims to highlight the damaging effects of subtle racism and to reduce the impact of interpersonal discrimination on Aboriginal and Torres Strait Islander people through challenging viewers to question their own behaviour and expressions of racial discrimination.
The campaign, created by independent agency Marmalade, visually represents the actions of non-Indigenous people through a character dressed in black who influences their behaviour when interacting or near Aboriginal and Torres Strait Islander people.
https://www.youtube.com/watch?v=MvTyI41PvTk
It is running on TV, digital and outdoor.
https://www.youtube.com/watch?v=l_AbjhXv0cI
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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While the campaigns heart is in the right place – the message is undermined by a flimsy “be careful not to look at Indigenous Australians the wrong way”. To resort to a racial stereotype that only white people can be racists in an anti-racist ad is dumbfounding. The social media backlash via Facebook could have been avoided with a little thought into the pretense and portrayal of the characters. The personification of the characters subconscious as an “evil white man” is insulting beyond words.
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Congratulations to all involved. Powerful.
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Hey Mitch, where’s this ‘social media backlash’? you are referring to. From what i’ve seen it’s been social media forwardlove.
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good on BeyondBlue for showing leadership and taking the ascendancy..it hits the mark and the benefits will far outweigh any negative interpretation. Our industry can play such a powerful role in lifting awareness and changing behaviour around equality and acceptance.
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Great ad. Very powerful message.
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Well done.
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very nice, very nice indeed
mitch…the shop keeper isnt anglo. i think the ads just being realistic in terms of who these people would be
the ‘character’ is really well cast
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I think the message is abstract and if anything the link between being indigenous and poor mental health at best obscure. What exactly is the message supposed to be? Anti- Discrimination? Mental illness is caused by racism?
A creative back pat that means nothing to consumers.
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I feel this ad is shortsighted. If someone is going to discriminate because of race, do you REALLY think they are going to care about someone else’s mental health?
Furthermore, I didn’t even think the people in the ad (who were depicted as being discriminated against) looked any different to anyone else. The ad just highlighted differences that just aren’t there.
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This is a brilliant ad and highlights how ‘passive’ racism can have as much impact as blatant name-calling and harassment. Suggesting this ad is racist towards white people is baffling, and supports the dire need for ads like this all the more.
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@ Freckles, obscure? It’s pretty obvious. Maybe change your perspective?
@Melissa, I think you’ve missed the point. And you maybe need glasses if you think they all look the same as everyone else.
@Nicola – yep 🙂
As a person with depression (although I’m ‘white’), these messages cut through to where it matters and asks the intelligent viewer to reconsider ‘normal’ actions. If the viewer can’t make the connection between the issues, no advertising is going to help – that’s a matter of ignorance and self-education on behalf of the viewer, not the fault of the message.
Have a look at the behind-the-scenes video to see how the ‘actors’ feel and relate to the message – they don’t feel it is obscure or misplaced.
Other may not see the benefit of a campaign like this, but educating them is kind of the point. The message is about caring and respect for difference, using discrimination as an example we can relate to. If you can’t relate, and have never been discriminated against, lucky you! Just don’t get in the way of those who need this message out there.
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