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Agencies and celebrities line up for anti-racism campaign

Advertising agencies and celebrities have donated their time to create a new ad campaign for the Commission for Racial Equality.

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LONDON (Brand Republic) - Advertising agencies and celebrities have donated their time to create a new ad campaign for the Commission for Racial Equality.

The campaign aims to challenge racial stereotypes by featuring celebrities transformed using digital special effects into a different colour.

TV presenter Gail Porter is transformed into a Chinese woman, Spice Girl Mel B becomes a blonde-haired white woman, TV and radio presenter Chris Evans is a bald black man, and London mayor Ken Livingstone becomes Asian.

The ads were created by Euro RSCG Wnek Gosper on the basis of pro bono contributions, with production by The Mill and RSA Films. According to a CRE spokesman, the total cost for the campaign came to around £200,000, but without the donations of the agencies and celebrities it would have run into “many millions”.

The one-minute spots kick off tonight on Channel 4, with a number of other spots booked on Sky One, Sky Sports, MTV, Kiss TV and Trouble. There are also plans to take the campaign into other media, including cinema and sports ground displays.

www.cre.gov.uk



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