[vc_row type="in_container" full_screen_row_position="middle" scene_position="center" text_color="dark" text_align="left" overlay_strength="0.3" shape_divider_position="bottom"][vc_column column_padding="no-extra-padding" column_padding_position="all" background_color_opacity="1" background_hover_color_opacity="1" column_shadow="none" column_border_radius="none" width="1/1" tablet_text_alignment="default" phone_text_alignment="default" column_border_width="none" column_border_style="solid"][image_with_animation image_url="10577" alignment="" animation="Fade In" border_radius="none" box_shadow="none" max_width="100%"][divider line_type="No Line" custom_height="40"][vc_column_text]Holidays - any holidays - are a time for reflection, rest from work, and meeting with loved ones.
In marketing, however, it's the best period for advertising campaigns, including outdoor advertising.

70% of Poles declare that Easter is primarily a family holiday (according to research conducted by CBOS). We focus on things that truly matter to us. This fact is utilized not only by advertisers but also by organizations that choose this time to promote ideas and attitudes. In 2017, one such initiative was the #EasterSoWhite campaign, another part of the #SoWhiteProject series.

The purpose of the #EasterSoWhite campaign was to draw attention to the insufficient representation of BAME communities (Black, Asian Minority Ethnic - an acronym for Black people, Asians, and other ethnic minorities of non-white skin color who form British society) in advertising and marketing. The approaching Easter was used to promote the ideas of diversity and difference.

The #EasterSoWhite initiative involved conducting a photo shoot featuring members from various communities. The photos showed a happy group of people in holiday spirits. The campaign highlighted the differences in Easter celebration customs: besides the traditions of egg painting and the “Easter bunny”, the campaign also presented images evoking Easter traditions from other cultures.

The inspiration for this pre-holiday campaign came from the story of one of the organization's founders, Selma, who was previously unfamiliar with British Easter customs. Selma recalled Caribbean holiday traditions, where cheese buns and fried fish dominate the tables during family and friend gatherings. [/vc_column_text][divider line_type="No Line" custom_height="40"][image_with_animation image_url="10578" alignment="" animation="Fade In" border_radius="none" box_shadow="none" max_width="100%"][divider line_type="No Line" custom_height="40"][vc_column_text]The photographs taken during the session and tagged with #SoWhiteProject were displayed during the Easter holiday period on digital OOH screens across the United Kingdom, including in Westfield shopping centers, Cinema Foyers, near railway stations, and along main streets.
The #EasterSoWhite photos were also made available on the world's largest online photography platform - Getty Images - with the option to download and use them free of charge in marketing and advertising activities. Thanks to Getty's popularity, the #EasterSoWhite campaign achieved great success.

#SoWhiteProject is one of the first initiatives to highlight the issue of insufficient BAME community representation in advertising and marketing.
As Primesight's CEO Naren Patel says, outdoor advertising is an awareness-building medium reaching up to 98% of the UK population within one week. The campaign serves as an introduction to nationwide discussions about the representation of Britain's diverse nation in the media.

More information about the campaign: http://#EasterSoWhite[/vc_column_text][/vc_column][/vc_row]