Only 1 in 6 racist incidents are reported in Ireland, yet videos of racist attacks spread like wildfire across social media and WhatsApp.

Partnering with the Irish Network Against Racism, who’d developed an app for reporting racist attacks, we created a campaign around one simple insight: by reporting racism, you make the invisible become visible.

INAR – IRISH NETWORK AGAINST RACISM

How do we empower people to fight racism in Ireland?

We wanted to confront a captive audience with the uncomfortable truth, screening the ad in cinemas across Ireland.

We opened on a blank screen to highlight the invisible nature of racism in Ireland, then built to a powerful climax with visceral, real-life footage of racist attacks.