The Scottish Executive has appointed roster agency Barkers to handle its &£1m anti-racism campaign. This is the first time that a campaign to tackle the issue of racism has been launched in Scotland.
The television, cinema, radio and outdoor advertising campaign will aim to challenge commonly-held perceptions about attitudes towards those from different ethnic backgrounds. The campaign, which is being rolled out this week, will use the tagline “One Scotland, many cultures”.
A spokesman for the Scottish Executive says: “The campaign follows detailed research that shows that although the majority of people in Scotland believe that they are not racist; racist incidents reported to the police in Scotland have continued to increase, and stand at more than 3,000 a year.”
Four different ads on the issue will be accompanied by the launch of an interactive website – onescotland.com
Earlier this year, the Scottish Executive appointed Faulds Advertising to promote healthy eating in Scotland. This account was previously held by Yellow M Edinburgh, which shut down in August.