Ministerio de Igualdad

It Is Racism - Campaign Against Racism

Agency: Agencia Estimado


It Is Racism, is a campaign that aims to give voice to people who suffer racial discrimination more assiduously, showing situations of racism and seeking identification and solidarity with the victims.

01. The Challenge

Creation of a Social Awareness campaign against racism and racial discrimination.
With this action we seek to raise awareness towards a message that highlights the fact that many racist excuses are racism.

02. Strategy and idea

Creation of a campaign to disseminate and raise awareness about explicit and more normalized racism to society as a whole.
"I'm not racist, BUUUUUUUT....", formed by different creative pieces, seeks to highlight what is really hidden behind every "but" and that in many occasions, it is nothing more than a racist attitude. A campaign that allows to label and make visible some attitudes that not all society has established as racism, but that can lead to a real racial discrimination based on the contempt of a person or group of people and that, consequently, means a real difference in treatment towards those who suffer it.
The campaign aims to make visible both situations of the act, empathizing with the victim and the aggressor's excuse, through 5 different situations in the field of housing, education, health, commerce and employment.
In the process of creating the campaign, neurocommunication techniques have been applied in the agency's own laboratory in conjunction with the Polytechnic University of Valencia. Applying this technique as a pre-test in the creation process, the campaign has been optimized to generate high attention and high interest and focused on provoking the emotions of contempt and anger, emotional activation necessary to get involved in the social cause. The result, measured with neurocommunication biometrics, corrected possible deviations from the objective, not detected in the usual pre-test, improving objectivity and creative effectiveness.

03. Execution

A real narrative that reflects everyday scenes, the campaign is an appeal to people who suffer from racism, as well as to society in general, to identify and report these situations to the existing service of assistance to victims of racial discrimination.

This professional campaign titled 'It Is Racism - Campaign Against Racism' was published in Spain in June, 2024. It was created for the brand: Ministerio de Igualdad, by ad agency: Agencia Estimado. This Design, Film, and Print media campaign is related to the Other and Public Interest industries and contains 2 media assets. It was submitted about 1 month ago by Agencia Estimado of Estimado.


Agency: Estimado
Dirección creativa: Julio Chirivella
Dirección arte: Norberto Da Silva
Dirección estratégica: Juanvi Falcó y Elena Gómez
Client: Ministerio de Igualdad
Director: Nacho Sánchez
Producer: Rafa Lis
DOP: Nono Arruga
Focus puller: @peibolmatic
Cam.asist: @carmina_del_campo
Lights: @lux_light_team
Art Director: @juliatiemannstudio
Stylist: @anallorca._
Make up: @laninalospeines.vlc
Music: Alex Font
Sound designer: Pedro Aviñó
Editor: Monimagen 1080
Color Grading: @monchocolorist /
Sound Studio: Ac Estudis

Pathkind Labs
Generalitat Val...


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