The Challenge: Create a PR campaign in support of UNESCO’s ‘’I Am Antiracist’’ campaign toencourage youth (15 - 25 years old) participation.

Leading the Fight against Racism for over 70 Years
A very important initiative that UNESCO will soon launch is the “I Am Antiracist” campaign which
was inspired by a project conducted by the Government of Finland.
The original Finnish “I Am Antiracist” campaign calls on individuals and organizations toencourage anyone to take concrete anti-racist measures against discrimination and in favor ofhuman rights. Anyone can participate in the campaign by using its online tag #IAmAntiracist
and can find information online on how to tackle racism. By letting people know about youractions, you can activate and inspire others with no personal experience of facing racism.
Everyone can reduce structural racism through their own actions and build a safer and more
equitable society for all of us. See: IamAntiracist.fi - Equality.fi (yhdenvertaisuus.fi)
This brings us to this competition. You are now going to work on a PR campaign to promote
UNESCO’s ‘’I Am Antiracist’’ campaign. Aligning with UNESCO’s efforts in addressing the Global
Call against Racism, we are partnering with the Government of Finland and the European
Commission to adapt this campaign on a global scale. The project aims to advocate against
racism and discrimination with a focus on how youth can be active changemakers. Using
storytelling and social media, we are aiming to inspire people all around the world to make an
impact by using their creativity and powerful messaging. The campaign will seek applications
from youth (aged 15 to 25 years old) who will submit short video clips (maximum 60 seconds)
that depict how people can address racism encountered in everyday situations and make adifference. With the guidance provided by the Finnish campaign on how to tackle racism, young
people can be inspired to create stories on how to work against racism everyday. By making
strong social media messages through video clips created by youth, this campaign willcontribute to changing mindsets and behaviors to foster more inclusive societies.
The ‘’I Am Antiracist’’ campaign will also serve as a contest. Indeed, the best video entries will bepresented at the Global Forum against Racism and Discrimination to be held in Mexico on 28-29
November 2022.

The Challenge

The challenge here is to create a PR campaign that will disseminate the powerful message
behind it. The PR campaign should inspire and encourage the target audience to participate inthe ‘’I Am Antiracist’’ movement by submitting a video entry through www.unesco.org. The
campaign should include innovative ways on how to make the call for entries global and viral.
You should consider the various social media channels (UNESCO website, partners’ websites,and social media) when elaborating your campaign. Indeed, the PR campaign will be used by
UNESCO and its partners in the call for entries of the ‘’I Am Antiracist’ campaign from the 21st of
September to the 31st of October 2022.

Target Audience

The ''I Am Antiracist'' campaign will target young people (aged 15 - 25 years old). They will be
invited to send creative short videos (maximum 60 seconds) tackling everyday racism. The PR
campaign should therefore have a young and dynamic feel to it, and attract the attention ofmillennials and Gen Z. These generations are targeted because they use social media the most.
The PR campaign should inspire them to take part in the campaign and create their videos.

Insight

The young generation has the voice to speak up and be the change-makers. There are a lot of
misconceptions about young people and we can change that and show the world that they docare and they want a change.

Strategy

The plan is to elicit the enthusiasm of the target audience. With the help of the PR campaign,
they will be encouraged to join the ‘’I Am Antiracist’’ movement. The PR campaign will be usedby UNESCO and its partners as an awareness piece of content, promoting a global call for video
entries, viewed by millions from various networks.
Participants will be able to share their short video entries publicly using the hashtag#IAmAntiracist. However, we also want to ensure that participants submit their video entry
through the official submission form that will be available on www.unesco.org. The official
submission form is the only way to enter the competition. The best video entries will bepresented at the Global Forum against Racism and Discrimination to be held in Mexico on 28-29
November 2022.
It will be the starting point, in turn, of the creation of the campaign ‘’I Am Antiracist’’ and will be
the inspiration for all the participants.
The campaign will launch on the 21st of September and end on the 31st of October 2022.

Key Message

We can all make a huge impact and change society by being actively anti-racist in our everydaylives.

Support to the Brief●●●●Black populations in the United States continue to experience the highest COVID-19
mortality rates — twice as high as the rate for Whites and Asians, who have the lowest
actual rates. (APM Research Lab)
According to the World Bank, 43% of indigenous peoples in Latin America are poor and 24%
are extremely poor; that is more than twice the rates for non-indigenous.
Ethnic minorities and migrants continue to face harassment and discrimination across theEuropean Union, despite longstanding EU laws against racism. According to surveys, 1 outof 3 Black people experience racial harassment, and 4 out of 10 say that nothing would havechanged by reporting it. Political hate speech and right-wing extremism targeting Muslims
and refugees have become mainstream in the EU. (European Union Agency for FundamentalRights)
The World Bank reports that 260 million indigenous peoples in Asia, or three-quarters of theworld’s total, account for about 15% of the extreme poor worldwide.

Personality

The personality relates to the idea of a GLOBAL CITIZEN. The campaign should be an inspiring
call for action encouraging youth to become antiracism champions.
Campaign Dos and Don'ts

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Be universal – The campaign will be promoted in all corners of the world; if you will use
words, they should be universally translatable in other languages
Be fresh and innovative – The Gen Z and millenials who will participate in the social media
campaign/contest will be inspired to do so by the campaign.
The campaign has to be inclusive - Everybody should feel taken in, no matter their color ofskin or origin, body type, sexual orientation, or if they are a person with disability
Do not refer to any country or any political/historical/social figure
Do not use swear words

Specific Creative Deliverables

Teams will be asked to create a PR campaign in response to the brief. Each team will besubmitting a presentation showcasing their campaign. This must include:
A PDF presentation of no more than 10 slides describing your campaign.
One slide that visually summarises your idea. This slide must be saved separately as a PDF.
A three-part written submission (450 words)●●●Describe your creative idea - Potential for industry impact (150 words)
Strategy - Target audience, target media, planning and approach (150 words)
Execution - Implementation of PR activities, timeline and scale (150 words)

Additional Background Information

On May 25th, 2020, a young 18-year-old going about her day saw a man being kneeled on by apolice officer, and pressed record on her phone. Her courage in doing so sparked a global
movement, the largest of our lifetimes, against racial injustice and police brutality. When she
took the witness stand at the murder trial, she said: “When I look at George Floyd I look at mydad, I look at my brother, my cousins, my uncles – because they are all black. And I look at howthat could have been one of them.” The movement following this tragedy was led by youth, whoidentify with this 18-year old’s courage and in this wake felt empowered to remind the world thatsystemic racism and discrimination has been a barrier for marginalized populations long before
that fateful day in 2020.
Since the COVID pandemic, we have seen a sharp increase in racism and in discrimination, withvariations in how the current crisis has affected different groups of people. The case of theAfrican Americans in the United States is well documented: 33% of people who have been
hospitalized with COVID-19 are African American, yet only 13% of the U.S. population is African
American. Indigenous populations are at high risk for poverty. Although they make up 5% of the
global population, they account for about 15% of the extreme poor. Environmental racism isexperienced by over 12 million Roma people in Europe who are forced to live in environmentallyhazardous and contaminated sites.
Various forms of direct and indirect discrimination have seeped into society and becomenormalized. Targeting individuals and populations based on their ethnicity, origin, identity(including cultural and religious), gender, age, socio-economic status, disability, and more, haveexacerbated inequalities and exclusion, especially within the context of the COVID-19 pandemic.
Gender-based discriminations, including men’s violence against women and girls, both online
and offline, have skyrocketed during the COVID-related lockdowns and increased theirvulnerabilities in all spheres of life, especially when intertwined with racism, which threatens
their livelihoods, work-life balance, and mental and physical health.
In December 2020, UNESCO Member States adopted the Global Call against Racism andDiscrimination, which acknowledges the urgent need to provide cutting-edge solutions to theincrease of racism and discrimination in many regions, and called for the development of “aroadmap to strengthen UNESCO’s contribution to the fight against racism and discriminations
across its field of competence.” The Global Call is an invitation to “pursue initiatives aimed atscaling up local, regional and worldwide cooperation to combat racism and discrimination”.
With its mandate and partner networks, UNESCO is responding to this Global Call by seeking tobuild sustainable actions against racism and discriminations. The Roadmap being developed by
UNESCO will be designed in the context of the COVID-19 crisis, and built from UNESCO’s
established mandate, its long track record of work on racism and its recent initiatives.

UNESCO has led the work against racism for several decades, with a long trajectory startingfrom the 1950s seminal work on “race” to the 1978 adoption of the Declaration on Race andRacial Prejudice. Over the years, UNESCO has established a full infrastructure that has allowed itto have a voice in the global discourse and to conduct many concrete actions on the ground, via,
for example, the Slave Route Project; the General History of Africa; the Master Classes against
Racism and Discriminations; the International Coalition of Inclusive and Sustainable Cities,
ICCAR; the promotion of cultural diversity and value pluralism through cultural conventions; theintercultural competencies framework of the Intercultural Dialogue programme; the Preventionof Violent Extremism; the project on countering hate speech, the Global Citizenship Education
programme, and Global Priority Gender Equality. Moreover, UNESCO’s recently approved
Recommendation on the Ethics of Artificial Intelligence is the first global standard-setting
instrument to address the ethical and social issues related to discrimination, including genderbias and stereotyping.
At this juncture is where we look to you, young creatives, to support UNESCO in this work.
UNESCO leverages its global network, including a 600-member cities network through ICCAR, todisseminate and uplift this mandate. Your project will not only cater to this global platform but
will also be consumed by a vast and diverse audience.
You are among 1.2 billion youth in the world, representing 16% of the global population. 70% ofyouth are active in online spaces worldwide. You as young people have the means to reverse
racism and discrimination, including hate speech, intolerance and violence. We need your help
and your voices to deliver!