The Home Office has launched a campaign to combat verbal and physical attacks on people according to their race, religion, disability, sexual orientation or transgender identity, and demonstrate how such actions equate to hate crime.
It's a sad reality that hate crime is a regular occurrence on the streets of the UK, with perpetrators failing to register the severity and knock-on effects of their actions.
Created by M&C Saatchi London, the creative focuses on behaviours that are already criminal such as aggressive verbal abuse and harassment, but due to their hate-based motivation, fall into the 'hate crime' bracket.
The ad covers different situations where hate crime may occur in day-to-day life, such as a woman being targeted due to her hijab and a man being taunted for his wheelchair.
To register the criminal nature of the perpetrators, their faces are replaced by police e-fit style images.
The ad concludes with one of the attackers getting approached by police outside his house. Over the top of the action, a voiceover explains how targeting anyone with verbal, online or physical abuse because of their religion, race, sexual orientation, disability or transgender identity could be a hate crime.
The final line: “It’s not just offensive. It’s an offence.”
Title/Project: ‘Tackling Hate Crime’
Brief: Hate Crime
Agency: M&C Saatchi
Agency contact: Thibault Cozic-Shaw, Senior Account Manager, Fiona Plumstead, Senior Producer
Client name: Laura Jones and Debbie Porter - Home Office, Strategic Communications and Campaigns
Client job title: Head of Marketing; Head of Strategic Communications and Campaigns
Copywriter: Simon Dicketts
Art director: Daniel Seager
Planner/CSU Director: Lizzie Haycocks
Designer: Megan Fowler
Photographer: Joey L
Photographer's agency: Patricia Mcmahon Photography
Media agency: Manning Gottlieb and Carat
Media planner: Wavemaker
Production company: Knucklehead
Director: Charlotte Regan
Audio Post Production: Jungle
Post Production: Stitch / 1920