The 'Search Racism. Find Truth' Campaign Aims to Combat Xenophobia
Katherine Pendrill — April 30, 2016 — Marketing
References: search-racism-find-truth & psfk
'Search Racism. Find Truth' is a clever new YouTube campaign that aims to combat xenophobia. Instead of addressing the public at large, the video is specifically aimed at those searching for racist videos online.
The Search Racism, Find Truth campaign involves a short video that begins playing when Berliners users search for YouTube videos created by the far-right Pegida movement. The video is unskippable, meaning users will be forced to listen to the campaign's message before they can view anything else. The video itself aims to combat racist and xenophobic beliefs by reinforcing the message that refugees are coming to Europe simply to live a better life.
The video not only puts a human face on the recent wave of immigration, but it also directly addresses Pegida's xenophobic rhetoric.
The Search Racism, Find Truth campaign involves a short video that begins playing when Berliners users search for YouTube videos created by the far-right Pegida movement. The video is unskippable, meaning users will be forced to listen to the campaign's message before they can view anything else. The video itself aims to combat racist and xenophobic beliefs by reinforcing the message that refugees are coming to Europe simply to live a better life.
The video not only puts a human face on the recent wave of immigration, but it also directly addresses Pegida's xenophobic rhetoric.
Trend Themes
1. Anti-xenophobia Digital Campaigns - New innovative digital anti-xenophobia campaigns, like 'Search Racism. Find Truth', are being designed to combat online hate speech and promote social inclusion.
2. Humanizing Immigration - A trend towards humanizing immigration, like the 'Search Racism. Find Truth' campaign, emphasizes highlighting the human element of immigration rather than the negative stigmas typically associated with it.
3. Personalized Messaging - The use of personalized messaging within campaigns, like the 'Search Racism. Find Truth' campaign, may be a powerful method of targeting audiences who may have been previously resistant or apathetic to anti-xenophobia messages.
Industry Implications
1. Technology - New technology solutions that utilize personalized messaging techniques to fight online hate speech and promote social inclusion, such as the 'Search Racism. Find Truth' campaign, can disrupt the status quo of how digital campaigns are executed.
2. Media - Media companies that use their platforms to humanize immigration, like the 'Search Racism. Find Truth' campaign, can disrupt the traditional media narrative surrounding immigration.
3. Education - Educational institutions can benefit from implementing curriculum surrounding anti-xenophobia messaging, including customized content and engagement tactics used in campaigns like 'Search Racism. Find Truth'.
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