End Racism

Fighting For A More Equal Society

Problem

66% of the UK populations think there is “a lot or a fair amount” of racism in society.

Idea

Professional boxer, Isaac Chamberlain, wanted to make a deliberate & very public stand for equality by designing shorts where the medium (Channel 5 TV) delivered a powerful message.

Action

Collaborating with brand partner Avanti Communications a clear message to #EndRacism appeared on his boxing shorts during his 2 televised fights in 2020.

Results

The campaign reached 1.9m Channel 5 boxing fans in each of Isaac’s two 2020 fights and hundreds of thousands of social media followers engaged in his & the fight partners’ content .