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Racism and discrimination in public places is becoming a lot more commonplace across Europe. Finland’s capital Helsinki, along with its public transportation, is no different. Bystanders usually don't help because they lack the courage to do so. Or maybe they just keep to themselves, I don't know. Regardless, something needed to be done about it. 358 Helsinki and their client Helsinki Region Transport partnered wit The Finnish League for Human Rights to come up with ways to get this issue out in the open. Their goal was to challenge passengers to speak up and not enable it by ignoring it. The campaign’s spokespersons were a combination of well-known Finns, who promised to act if they witness discrimination or harassment, and regular people, too. As a result the people who bravely stood out to show their support were cheered on social media. It's not going to end racism over night, but it's a good start.
Client: Helsinki Region Transport & The Finnish League for Human Rights Advertising Agency: 358, Helsinki, Finland Art Director: Ale Lauraéus Copywriter: Antti Tähtinen Graphic designer: Antti Salminen Agency Producer: Mari Romanoff Account Manager: Veera Kivimäki Motion Designer: Oscar Böckerman Photographer: Lauri Eriksson / Kuvaamo oy Production company:Directors Guild Director: Mikko Löppönen Producers: Ville Varesvuo, Juha-Matti Nieminen Campaign site: Massive Helsinki Helsinki region transport: Sari Kotikangas, Kaarina Kivimäki, Mari Flink The Finnish League for Human Rights: Kaari Mattila, Reetta Helander, Solomie Teshome, Aleksi Pahkala, Matti Jutila