Pictured L-R: Aoife Dempsey (PML), Brian Killoran (Immigrant Council of Ireland), Lisa Callaghan (MediaVest), Tim Gaston (National Transport Authority), Vicki Fraser (Exterion Media) and Shane Lynch (Focus Advertising)
The National Transport Authority (NTA) is running a powerful OOH campaign with a strong anti-racism message.
The ‘Stop Racism’ campaign is a joint initiative of the Immigrant Council, the National Transport Authority and nationwide public transport providers, and will see ads running across transport networks throughout Ireland this month.
As part of the campaign, ads will be on display this month at over 2,000 sites across the transport network including buses, trains and trams throughout the country, and at the busiest commuter stations.
Planned my Mediavest and PML, the OOH element of the promotion is running on a Backlit 96 Sheet and 48 Sheets, classic 48 Sheets, Golden Squares and Digital Portrait Panels. Last year, 20% of racist incidents reported to the Immigration Council occurred on public transport, so commuter formats were ideal for effectively promoting the ‘Stop Racism’ Out of Home campaign.
The poster creative, designed by Focus Advertising, centres on a core message of celebrating diversity, highlighting that – as a diverse nation – our similarities far outweigh our differences. The advertising also encourages anyone who witnesses racism to report it by contacting email@example.com.
Commenting on the campaign, Brian Killoran, Chief Executive of the Immigrant Council, said:
“Racist incidents are under-reported, which makes it difficult to assess and tackle racism where it occurs. The focus of our work with the National Transport Authority and our partners in public transport is to encourage people who witness racism to come forward, report it and receive support to address the issue.
This is the fourth year of our anti-racism campaign on transport networks and, each year, we’ve seen an increase in the numbers of people challenging and reporting racism as a result.”
Speaking at the campaign launch, Anne Graham, Chief Executive of the National Transport Authority, said:
“The #StopRacism campaign is the single biggest anti-racism campaign delivered in Ireland each year, and is the largest public transport anti-racism campaign of its kind in Europe. It is contributing to increased public awareness of how to report – and ultimately tackle – incidents of racism. Anyone who reports a racist incident by contacting the Immigrant Council can be assured that reports will be taken seriously and that victims will be offered support.”