Even as UNICEF declared the novel Coronavirus a “global pandemic”, a group of creatives has come together to use the context of the deadly virus to showcase what according to them is a bigger problem: Racism, with a big ‘R’.
According to a report that appeared in the Asia edition of PR Week, the creatives who are rallying behind the cause are from some of the world’s heavyweight agencies, including Droga5, DDB, Anomaly, and TBWA.
The creative impulse behind the viral campaign is that while humanity will overcome the Coronavirus, the virus of racism is far more deeply entrenched and calls for an equally robust global action.
The “Racism is the Real Virus” campaign has been designed in partnership with well-known Spanish urban brand YesOuhYeah Apparel and urges people to design their own face masks in order to combat both the Coronavirus and racism.
The note on the campaign website says the objective is to create: “A non-profit limited Edition of MASKS that FACE RACISM while FIGHTING CORONAVIRUS.” The site further says: “We want to face this contagious virus creating a Limited Edition of Anti-Racism masks while donating the benefits to fight Coronavirus.”
All proceeds will be donated to GlobalGiving.
The campaign website also has bears a sharply worded letter addressed to “Racism”.
This project has been launched by creatives partnering with YesOuhYeah Apparel to fight against you.
We decided to take action because we cannot believe that in the 21 century, while the world is facing a Coronavirus outbreak, a much worst virus is rapidly escalating, YOU.
Your followers are pointing their fingers at others, denying their freedom, hurting something more painful than their skin,
But let us tell you something; we still have faith in humanity.
Maybe you are winning today, but our masks are gonna be ready tomorrow.
So, please, Go fuck yourself!
The whole team of this project.