Client:
What we did:
Irish Council for Civil Liberties
Deliver a behaviour change campaign to the Irish Council for Civil Liberties (ICCL) and the Coalition Against Hate Crime Ireland that highlighted the ripple effect of hate crime across entire communities and the urgent need for hate crime legislation and other measures to tackle the roots of hate crime and hate speech.
The Challenge
‘Hate Crimes Hurt Us All’ was a new behaviour change campaign from the Irish Council for Civil
Liberties (ICCL) and the Coalition Against Hate Crime Ireland. There have been a growing number of reports of hate incidents in Ireland over the past few years and yet there was no legislation to protect the minority communities impacted by these crimes. Hate Crimes Hurt Us All was designed to highlight the ripple effect of hate crime across entire communities and the urgent need for hate crime legislation and other measures to tackle the roots of hate crime and hate speech.
The Approach
Central to this campaign was an advertising campaign featuring real individuals from targeted communities in Ireland to showcase the human impact of hate crime. Sourcing 6 models for a variety of minority backgrounds, we developed a campaign that ran across public transport advertising, billboards and digital screens across the country. We developed a social media toolkit and content calendar to ensure that the campaign was fully supported by the over 20 coalition members on social media. We used interview opportunities with the campaign models and chair of the coalition to achieve coverage in the RTE 6 O’Clock News, the Irish Times, The Irish Daily Mail and more to achieve a combined reach of over 7 million.
The Results
The campaign played an instrumental role in rallying public support for the Hate Crime legislation that was then published in November 2022. The campaign achieved over 400 signatures from the general public asking for a further action plan that goes beyond the legislation.
