Putting the solution in the hands of the audience.

INSIGHT

Discriminatory graffiti, whether racist, sexist, homophobic, had become commonplace in Victoria. But for its victims, the abusive messages scrawled on walls, bus stops and public toilets were a constant reminder of dormant hate.

IDEA

Hateful messages were most often applied in spray paint. To help counter their impact, we created a metaphorical ‘anti-hate’ spray. This virtual brand was created to challenge how Victorians behaved when confronted with discrimination and became a powerful visual image at the centre of a campaign encouraging all Victorians to spread tolerance and show support for victims of discrimination.

Victorian government anti hate mobile ad

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