New Aussie Anti-racism Campaign Panned As Divisive & “Ham-fisted”

New Aussie Anti-racism Campaign Panned As Divisive & “Ham-fisted”
SHARE
THIS



A new campaign by the Human Rights Commission that attempts to portray casual racism in Australian workplaces has been lambasted as “unrealistic and divisive”.

The 30-second TVC shows a white man opening the lift to a female colleague but hurriedly pressing the door close button when a dark-skinned colleague approaches. Check out the ad below.

Although the Human Rights Commission has been applauded for taking a stand about racism in the workplace, many have called the ad unrealistic and another pot-shot at white males.

Conservative radio host, Paul Murray, led the condemnation posting to his Facebook page over the weekend: “Not a sketch, not a joke. THIS is what HRC thinks ‘White Men’ do in lifts. What rubbish!”

Advertising guru and Thinkerbell boss, Adam Ferrier, said the ad lacked subtlety and was a “ham fisted” approach to tackling the entrenched problem of racism.

Ferrier telling Seven’s Weekend Sunrise:  “Advertising is not good at changing deep-seated values and views. People in these ads are obviously very, very racist and so it’s not really going to help change those types of views. The people who are responding badly obviously have deeply entrenched racist views, and an ad isn’t going to help that.”

Many others penned their disappointment about the ad to the Human Rights Commission’s Facebook page. “Of course it has to be a white man being racist and a white woman ‘calling him out’. What PC nonsense,” wrote one. While another added: “As a brown skinned female who is 52 years old, I have never experienced any form of racism in my life.”

However, some were more supportive of the ad’s message: “I have personally experienced racism and am grateful for this video. I have also stood by others when people have been racist towards them or us. So I suspect the comments denying it are generally from those who are too privileged to even notice.”

The campaign also includes a second ad, which you can check out below:

Please login with linkedin to comment

Adam Ferrier Human Rights Commission Paul Murray

Latest News

New Report Calls Out Australian Media & PR Agencies For Promoting Fossil Fuels
  • Advertising
  • Media

New Report Calls Out Australian Media & PR Agencies For Promoting Fossil Fuels

A new global report on the damaging effects of promoting fossil fuels has singled out Australia as being uniquely compromised by agencies lobbying for oil, gas and coal. The joint study by Australian organisations Comms Declare and Clean Creatives lists the 90 advertising, marketing and PR agencies that have hampered cuts to greenhouse gas emissions […]

by B&T Magazine

B&T Magazine
72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own
  • Advertising
  • Campaigns

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own

Freedom Foods and 72andSunny Sydney have launched the first advertising campaign for Australia’s Own range of plant-based beverages. The campaign introduces a new visual world and identity for the brand and captures the healthy, positive feeling you get when spending time in nature and when consuming Australia’s Own certified-organic, plant-based beverages. As well as featuring […]

Are You Paying Too Much In Search Marketing?
  • Partner Content

Are You Paying Too Much In Search Marketing?

Are you paying too much for search marketing? Discover the awful truth here. Or, alternatively, look at the invoice.

Partner Content

by B&T Magazine

B&T Magazine
Nine APAC Finalists In One Club’s Young Guns 19 Competition
  • Advertising

Nine APAC Finalists In One Club’s Young Guns 19 Competition

Nine creatives from APAC are among the 94 finalists from 27 countries in The One Club for Creativity’s prestigious Young Guns 19 competition, celebrating international creative professionals age 30 or younger. The finalists from APAC are: Hiu Ching Kung, graphic designer, Hong Kong Lam Ieong Kun, graphic designer, illustrator, indego design, Macau Raxenne Maniquiz, graphic designer, illustrator, Santa Maria (Philippines) Kiyotaka […]

Adflow’s Regional OOH Coverage Expands By 60%
  • Media

Adflow’s Regional OOH Coverage Expands By 60%

OOH transit company Adflow has announced the success of the first phase of its regional expansion program. Adflow’s regional footprint has increased by 60 per cent to now include 65 regional locations. With 9.1 million people living regionally in Australia (growth of 1.1 per cent experienced in the 19/20 Financial year) and most regional centres […]

Freshworks Starts Trading On Nasdaq, Valued at $13.7 Billion
  • Technology

Freshworks Starts Trading On Nasdaq, Valued at $13.7 Billion

Freshworks, a leading software company, has started trading on the Nasdaq Global Select Market, marking an important milestone for the company. The company priced its IPO at US$36 per share (AU$49.76), raising about US$1 billion (AU$1.4B), resulting in a total market capitalisation of AU$13.7 billion  (US$10B). Freshworks, which was founded in India, has strong roots […]

SLIK Announces Four New Key Hires
  • Marketing
  • Media

SLIK Announces Four New Key Hires

Independent creative agency, SLIK, has made significant changes to its full service creative offering with four hires across management, creative and production.

How Retailers Can Maximise Their Results This Sales Season
  • Marketing
  • Technology

How Retailers Can Maximise Their Results This Sales Season

Black Friday Cyber Monday (BFCM) is the biggest player in the holiday shopping game and Google’s most recent research suggests consumer interest for the peak sales season starts much earlier than retailers may realise. The pandemic has fundamentally changed buyer behaviour over peak sales season, with Google suggesting that global consumer interest in Black Friday […]