Palace Melbourne promotes cultural diversity with ‘See Beyond Race’ campaign for VicHealth

‘See Beyond Race’ anchors a new TVC and series of print and OOH executions in a pilot programme developed by the Campaign Palace Melbourne to promote positive attitudes towards cultural diversity.

The campaign is being run in partnership with Shepparton and Whittlesea Councils in Victoria and the Victorian Equal Opportunity and Human Rights Commission.

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Says Palace national chief creative officer Reed Collins: “All too often anti-racism initiatives seem to highlight the negative, and in the process reinforce stereotypes. It was a real challenge to highlight the positives of diversity among two very targeted neighbourhoods. Using familiar faces of people that live in these communities in the messaging was key in doing this.”

Says Kerry Grenfell, executive manager of communications, VicHealth:  “See Beyond Race is a visually arresting and emotionally powerful campaign for the Localities Embracing and Accepting Diversity (LEAD) pilot program, which aims to tackle race-based discrimination and promote cultural diversity.

The campaign captures the essence of what the program seeks to achieve in the tag line ‘See Beyond Race’. It features real people and their own words, which has added to the authenticity and strength of the ads.  We hope it will encourage people to reflect on – and change – their stereotyping of people from difference cultures.  We’re looking forward to the results of the campaign evaluation at the end of this year.”

Media agency: Mitchells