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I AM SOUTH AFRICAN

NATIVE VML, Cape Town / PASSOP / 2016

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Gold Cannes Lions
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South Africa has a strong Muslim community who have been citizens of the country for generations. However, with the recent terror attacks in Europe, the Middle East, and parts of Africa, South African Muslims are increasingly feared and seen as ‘other’, as many South Africans forget how integral Muslim people are to South African culture. Social media has amplified the vitriol so that the most divisive voices are the loudest. Muslims worldwide have been painted as extremists and terrorists, no matter their actual beliefs.

People Against Suffering Oppression and Poverty (PASSOP), a non-profit that advocates for equality, justice, and human rights for all people, decided to change this situation. They wanted to confront people’s prejudices and remind the world that being a Muslim does not make someone a terrorist.

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