Cannes Lions

Hate Crime

M&C SAATCHI, London / HOME OFFICE / 2019

Digital Proof JPG
Digital Proof JPG

Overview

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Credits

Overview

Background

A hate crime is a crime targeted at someone motivated or demonstrated by hostility towards a characteristic in law i.e. race, religion, sexual orientation, transgender identity and disability. Many do not see verbal or online ‘trolling’ as hate crimes as much as violence. The campaign showcases the moment hate crimes take place, showing perpetrators as Police EFITS. The work aims to educate perpetrators and victims and to prevent the normalisation of such crimes. Research showed that 73% of respondents were more likely to recognise things that might be a Hate Crime having seen the work.

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