Primesight is now part of Global
In response to the global reaction to #ChristmasSOwhite the #SoWhiteProject launched #EasterSoWhite in April, to normalise diverse imagery through real life photography at Easter, and partnered for the first time with outdoor media owner Primesight.
Primesight was proud to be part of this project, drawing attention to the under-representation of the BAME community in advertising and marketing with a particular focus on Easter. #EasterSoWhite was the next evolution of the #SoWhiteProject which first launched with #ChristmasSoWhite in 2016. Capturing a more accurate representation of what real life looks like, #EasterSOwhite continues the #SoWhiteProject's aims to promote diversity at key moments when family and friends gather.
In their own words the #SoWhiteProject founders described three of the biggest elements of #EasterSOwhite as bringing attention to the many ways in which cultural traditions can be whitewashed; leaving a legacy by making the images available royalty free via Getty Images; and spreading the message far and wide through their first OOH campaign.
#EasterSoWhite brings attention to different cultural traditions at Easter, to stop the cultural white-wash that can often occur. As well as creating imagery of Easter egg hunts and egg painting the imagery also draws attention to other cultures' Easter traditions.
The inspiration to include other cultural traditions occurred when Selma, one of the founders, shared the fact that Easter egg hunts are not a typical tradition for her, explaining that she would instead visit family and friends whilst eating bun & cheese and fried fish, both Caribbean Easter traditions. Nathalie, Wren and Nadya admitted they had never heard of, let alone tried, bun & cheese. The decision was made to share each other’s cultures and then celebrate this within the imagery.
Normal for one is not normal for all.
Selma, from modeling agency Looks Like Me commented “Looks Like Me brings vibrancy and positive representation of BAME children and families to the EasterSOwhite campaign, sharing with everyone different cultural traditions during the Easter period.”
To ensure the longstanding impact of the So White Project the #EasterSOwhite imagery is available Royalty Free via Getty Images for everyone to use in their marketing and advertising efforts. Getty is the biggest online photography platform in the world – having contributor status with Getty allows the So White Project the opportunity to provide more diverse imagery to creative industries with immediate effect.
Nathalie, creative founder commented, "Diversity in imagery is something that can always be improved. We need to stop reinforcing stereotypes and show the world as it truly is rather than just a representation of the confirmation bias bubble we're all living in." Wren followed, "We hope this campaign will inspire other businesses and agencies to use more diverse imagery. It's our responsibility to reflect society".
#EasterSOwhite partnered with Primesight (and Exterion), leading out of home media owners, to enable the imagery to be featured in locations across the UK, including our digital Network and cinema portfolio. The imagery features the headline 'Happy Easter from #SoWhiteProject bringing a joyful diverse representation of Easter.'
Naren Patel, CEO of Primesight says “Seeing our industry gradually waking up to the difference we need to make in the world, we’re proud to be hosting #EasterSOwhite’s message of diversity and inclusion on our billboards. Outdoor Advertising is the awareness building medium, reaching 98% of the UK population every week and we’re pleased that our estate will help to start conversations nationwide on the portrayal of our diverse nation in the media.”
Next step, #SummerSOwhite…
#EasterSOwhite received support from ten businesses within the marketing community: MediaCom, Google, Above+Beyond, AnalogFolk, BBH, DigitasLBi, Dentsu Aegis Network, New Look, Saatchi & Saatchi, Sunshine.
Models were provided by modeling agency Looks Like Me and the imagery was shot by renowned photographer, Helen Marsden. The families were styled by Fashion Stylist Yvadney Davis and New Look provided clothing from their childrens and adult ranges. Michael Adeyeye is the videographer for the initiative.
The inspiration for the #SOWhiteProject was a six-year-old girl, Sara, looking for her favourite activities at Christmas online with one of the movements founders, Nadya. The little girl is black and Nadya was only able to find images that did not look like her. Nadya realised this was an everyday experience for the little girl and decided this could not continue.
The #SoWhiteProject was founded by marketing pundit Nadya Powell, Nathalie Gordon, Selma Nicholls and Wren Graham.