Social Experiment + Print Ads
No child is born with racial prejudice.
It is a learned behaviour.
In partnership with Faber Castell, we’ll conduct a social experiment at United World College (UWC) with kids between 4-6 to bring this insight to life.
Colouring books with outlines of controversial characters that symbolise racism and prejudice are given to the kids to colour.
Because they are at an innocent age where racial bias hasn’t sunk in, the kids would colour the pictures any way they want, rendering the threatening images harmless, even funny.
The social experiment will be filmed and the results shared online.
The coloured images can then be turned to posters and print ads to reach a wider audience and spread awareness about racism.
Creative Direction: Shawnn Lai
Art Direction: Harshmeet Kohli, Richard Cagomac
Copywriter: Uma Rudd Tan