#racismoneon - "Why do ads. favour light skinned models and the American lifestyle? "

331

Marca: #racismoneon
País: México

Anunciante: #racismoneon

Titulo	Why do ads. favour light skinned models and the American lifestyle?
Campanha	#racismoneon
Anunciante	#racismoneon
Marca	#racismoneon
Data da primeira Transmissão/Publicação	2022 / 7
Sector Empresarial	Consciencialização social sobre descriminação racial / étnica / minorias / portadores de deficiências
Legenda	#racismoneon
História	Mexican advertising mostly selects actors and models with light coloured skin and shows them in sets and locations that appear to be in the USA
Filosofia	This poster and social media campaign called #RacismoNeon (Neon Racism) is designed to create conversation amongst workers in the advertising industry and have them discuss ways to remove colonial thinking such as white superiority from advertising messages.
Problema	Some Mexican brands choose to feature light skinned models to represent their Mexican products, ranging from beer to designer clothing. This so-called “aspirational advertising” has become common practice for most advertising agencies in Mexico. A recent study in 2020 revealed that 70% of advertising feature white models while white represent only 10% of the total Mexican population.
Resultado	4,000 posters placed on streets of Mexico in areas where ad agencies are located. On social media images of posters are uploaded. Over 1 million people reached on streets of Mexico and social media in first 2 weeks. A) coverage in Latin American advertising trade press: Latin Spots; Adlatina; Reforma newspaper , Roast Brief, and on many social media B) coverage in 'general' market newspaper Spanish language `El Pais' in Spain, Mexico and USA. Followed by AlJazeera (AJplusEspanol) on their social media channels reaching hundreds of thousands of readers. C) social media channel: Twitter, Instagram, Facebook the poster campaign was uploaded and comments are posted. along with many memes being created and conversation is generated on why advertising needs to remove colonial thinking such as racism are discussed. D) The most popular web destination for young people in Latin American Advertising Roast Brief holds a 1 hr panel on Linked -In/Youtube with top creatives and discuss the issue and search for solutions to remove colonial thinking from advertising. A commitment is made from the participants (Roast Brief and Circulo Creativo de Mexico) to continue the discussion.
Tipo de Mídia	Poster
Mercado	México
Mais Informações	https://twitter.com/RacismoNeon
Director executivo criativo	Carl W. Jones