Racial discrimination comes from fearful beliefs and assumptions, which creates further fear in its victims. When connected to aviation, this vicious process results in a form of fear of flying. The idea was to presumably address the more common, well-known fear of flying, but then bring the audience’s attention to a less known, more dangerous one.

After all, why wouldn’t an airline address fear of flying?

We released the video online – on Facebook, twitter, and YouTube –, as well as on TV. We focused on online reach to stir up the conversation on race and sterotypes.

Total Reach: Estimated 6 million

Video Views: 2 million across all platforms

Shares: 8k

Engagement: 22k