Australian tea brand T2 has launched its latest campaign “Verse of Tea” marking Harmony Day on the 21st March 2020. The campaign aims to shine a light on unconscious bias that continues unabated in Australia.
The content-led campaign launches across broadcast, digital, social and PR, bringing to life the complex challenges facing Australians across gender, age, race and culture, and the often painful impact of everyday micro-ignorance across our society.
According to the Multicultural Youth Australia Census Status Report, 49 percent of multi-cultural young people admit to experiencing some form of discrimination or unfair treatment, an alarming statistic.
“At T2 we live and breathe diversity in action. Since the launch of T2 in 1996, we have created hundreds of diverse and beautiful blends of tea sourced from communities around the world. It not only makes us more interesting, but also reflects the diversity of our own business and Australia’s multi-cultural society,” says Amy Smith, Global Brand Director of T2.
“The Verse of Tea campaign challenges us to take the time to dig a little deeper and be more self-aware of how we interact with others. During the process of bringing the T2 purpose to life through this creative campaign, we learned that we can all uncover unexpected and profound connections with each other and sensitivities we likely were not even aware of, which take our connections far beyond the superficial, and enable us to celebrate difference to make a difference,” said Smith.
Viewers are invited to discover the human experience and the effects of micro ignorance through the slam poets and their powerful prose, each inspired by socially significant aspects in their lives like sexuality, mental illness and ageism. The content encourages viewers to try and understand how these experiences make others feel, and in doing so, to acknowledge their role by taking action against micro ignorance.
Igloo Director Gillian Fish said the agency was honoured to bring the distinct flavour of T2’s purpose to life through this creatively-led campaign.
“The team’s task was to bring T2’s purpose to life in a brave way that would get people talking, drive engagement and, importantly, behaviour change. One cannot escape the raw, harsh reality of the talents’ daily life experiences, which were eye openers and which touched all our hearts, adding a special layer to delivering the work,” said Fish.
The campaign appears across national broadcast, Digital, PR and Social.
CREDITS
Global Brand Director – Amy Smith
Head of Marketing – Ingrid Kelly
Social Media Manager – Celia Murray
Integrated Creative Agency – Igloo
Managing Director – Gillian Fish
Account Director – Merissa Lennon
Strategist – Ryan Sproull
Concept & Creative Direction – Chris Scott
Production Company – Versus
Production – Matt Barber
Australian Poetry Slam – Miles Merrill
Slam Poets – Eunice Andrada, Anisa Nandaula, Jesse Oliver and Emilie Collyer
