The Limerick Integration Working Group (IWG) worked with Piquant to develop a campaign to send a strong and clear message of solidarity with people who have experienced racism, while also communicating that racism is unacceptable and will not be tolerated in Limerick. Piquant worked with the interagency group to develop and refine the campaign messaging, and design content and campaign materials, including a mural, to amplify the message through social and digital channels. The result was the development of the award-winning #RootOutRacismLK campaign, which encouraged the people of Limerick to have a conversation about racism.
What we did:
- Brand Development
- Campaign Concept Development
- Campaign Strategy Development
- Campaign Management
- Website Design and Development
- Influencer Marketing
- Social Media Graphics & Animations
- Social Media Advertising
- Video Production
CAMPAIGN CONCEPT & IDENTITY — We started by refining the campaign brief and, following in-depth audience analysis and research, we developed the Root Out Racism campaign concept, which centred around the key action of ‘having a conversation about racism’. The campaign encourages audiences to listen, learn and talk about racism, using conversation prompts and learning resources we developed in collaboration with IWG. We also developed a visual identity for the campaign, which was used to create a wide range of campaign materials, including both social, digital, and print. The identity included an overall identity logo and a campaign logo, as well as a suite of illustrated elements designed for the social media space.
MURAL — To encourage community engagement and to generate awareness and interaction with the campaign we designed a campaign mural in the centre of Limerick. We developed a participatory format mural, that used a repeating pattern of hand sprayed circles in the campaign colours. Members of the public and community groups were invited to join in the creation of the mural, as the simple circle motif meant that everyone was able to take part – no spray painting experience required! When the mural was completed we revealed a message of solidarity, ‘Diversity = Strength’, which had been placed under the mural. The mural was an opportunity to involve community groups, migrant support organisations and individuals in the campaign. The mural continues to share the ‘Diversity = Strength’ message, even after the campaign has been completed.
MICROSITE — We developed a campaign microsite as the destination for all campaign content. We worked with the IWG to create valuable, educational content for this landing page, including educational resources to learn more about racism, and conversation prompts to facilitate discussion. Piquant managed the design and development of this page, and all content on social media pushed to this destination.
VIDEO PRODUCTION — Piquant created a suite of video assets to promote the campaign on social media channels. As part of the production of the video, we met with a group of young people and a group of adults to listen to their stories and experiences of racism in Limerick. Their experiences were central to the campaign video concept, which asked people to put themselves in the shoes and lives of people who have experienced racism. Taking an approach that allowed us to create content specifically designed for the social media space, we developed a video concept that resulted in a suite of conversation videos, as well as a campaign promo video.
With the backdrop of the mural being painted, passers-by were paired up for a quick conversation, mediated by a presenter, and participants were presented with quotes from stories based on people’s real-life experiences. The call to action encouraged viewers to start a conversation about racism. A campaign promo video and talking head video was released across all social channels, while a suite of conversation snippets were released on TikTok, Reels and Stories.
AUDIENCE ENGAGEMENT — A key aim of the campaign was to generate engagement from the public, both online and in person. The campaign successfully drove positive online engagement in the form of messages, comments, shares and interactions. Organisations, community groups, schools, sports clubs and workplaces joined the online conversation, sharing photos of themselves with a branded #RootOutRacismLK flag to showcase their support for the campaign. There were extremely strong organic results across the platforms of TikTok, Twitter and Instagram demonstrating audience engagement and support.
RESULTS — Overall, native content drove over 1 million impressions and over 60,000 organic engagements. Social and digital advertising content generated over 1.1. million impressions and over 700,000 video views, and 15,860 website visits. Conversation snippet videos released on TikTok generated significantly high levels of organic reach and engagement, with over 600,000 organic video views, over 2,000 followers, and over 50,000 Likes. Additionally, the campaign won the Design for Good Award at the 2022 IDI Awards.