1 in 3 complaints to the NZ Human Rights Commission is about racial discrimination, and many more go unreported. We needed New Zealanders to see that racism starts small, and that even giving only a little to racism was helping it grow.
I was part of the team that developed the Give Nothing To Racism reverse appeal featuring New Zealander of the Year Taika Waititi. Launching in social we addressed Kiwis directly, challenging them to rethink their views on casual racism in a public forum, to spark conversations around a previously ignored or easily brushed off topic. ‘Give Nothing to Racism’ and the video itself served as our call-to-action, an answer for people to use in those debates, used continually as a tool to reframe online conversations and examples of casual racism.