— Rich&Jay

Jason, via Collective Bunch, had the pleasure of consulting with PS DDB on an Anti-Racism Campaign where the goal was to have the audience reflect on their own behaviour, and acknowledge that they have more work to do to become Anti-Racist. Since the pandemic began, acts of race-based hate are on the rise in BC. The BC government worked with PS DDB to support a constructive conversation about racism in BC -- bringing people along to the realities facing their friends, colleagues and neighbours. Discussions with BIPOC communities have raised a number of themes around this topic.

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The creative is authentic and empathetic, while still being honest - which may be hard for some to hear. This isn’t about blaming people but rather showing them that acknowledgement and acceptance is the first step. It addressed the issue head-on. It will not “apologize" for making people look hard at themselves, their behaviour and the behaviour of others.

Racism is not an event or an individual, but rather a system born from our history of colonialism. Canadian exceptionalism creates myths about racism - we believe it doesn’t happen here. But it does, and it needs to be acknowledged. It’s more than just explaining what terms mean, but rather providing examples that prove out their existence to encourage and support a constructive conversation about racism in BC.