This campaign for Brazilian Men’s Football Team Corinthians—titled “Racists Have No Seat Here”—was produced by End to End and AREA 23 in Brazil. The concept is explained as follows:
After Palmeiras goalkeeper Carlos Miguel was racially abused during a match at Corinthians’ Neo Química Arena—and the individual responsible could not be identified—the club made an indefinite, visible intervention: it removed the seat from the section where the incident took place. In its place is a message reading, “Here, racism has no place. And never will,” along with a QR code that directs fans to educational resources on how to identify, document and report racist behavior during matches. The idea is simple, but hard to ignore: if racism cannot be allowed a place in the stadium, then the seat itself had to go. The empty space becomes the message.
The campaign, created with Corinthians and End to End, was developed with AREA 23’s creative leadership and is designed as both a symbolic act and a practical reporting tool turning an unidentified act of hate into a reminder of collective responsibility.
To call the tactic “a practical reporting tool” is ludicrous. After all, how many stadium visitors or sports fans might even be aware of the campaign, let alone see the missing seat message?
And why would a healthcare agency be involved in such an endeavor, except with the self-absorbed intention to submit the work for awards?
If the true objective is communicating people have a responsibility to report acts of hate against racial and ethnic minorities, start by calling out the systemic racism prevalent at AREA 23 and its new parent Omnicom.
No comments:
Post a Comment