Grey Adopts Small Steps To Combat Hate
Small Steps Ltd., an organization leading the fight against the Far Right in Britain has been selected as part of Facebook’s Create Against Hate campaign this year; an initiative with the media industry and young creatives to counter hate speech and extremism online.
Small Steps was founded in 2015 and delivers training and mentoring across the UK on the threat of the Far Right. The trainers are former Far-Right activists themselves, previously belonging to groups including the English Defence League, British National Party and neo-Nazi group National Front.
The partnership with Facebook and Grey New York will help Small Steps reach an unprecedented number of people, and work to find new and exciting ways to counter hate speech and extremism online. One means toward that end is this video which tells a personal story about a Far Right member who changed his stripes, rejecting the hate. This included his converting his tattoo with a message of hate into the shape of a raven, a symbol promoting understanding, unity and love.
The overall campaign operates under the banner, “Love, brought to you by hate.”
Client Small Steps Ltd. Media Partner Facebook Agency Grey New York John Patroulis, global chief creative officer; Jeff Stamp, Rob Lenois, deputy chief creative directors; Jackie Blaze, Katherine O’Brien, creative directors; Joseph Day, strategist. Executive Production Townhouse James McPherson, head of integrated production; Tania Salter, SVP, associate head of integrated production; Amanda Pilnik, integrated producer; Stephen Samelko, lead creative content architect. Production Company Town London Coral Amy Brown, director; Jacqueline Dobrin, head of production; Callum Johnston, head of broadcast; Rosa Junkovic, producer; Diana Olifirova, DP; Nacho Munez De Leon, camera assistant; Nina Rice, sound recordist. Talent Nigel Bromage; Delphine Noitztoy, tattoo artist, The Lacemakers Sweatshop Editorial Bandit Editorial Chris Kursel, editor; Evan Johnson, assistant editor; Laura Relovsky, exec producer. Postproduction Method Studios Stuart Robinson, managing director; Angela Lupo, exec producer; Tsiliana Jolson, sr. supervising producer; Kristin Engdahl, VFX production coordinator; Tom McCullough, Flame supervisor; Stephen Morris, Mark Woit, Flame artists. Color Company 3 Sofie Borup, colorist; Alexandra Lubrano, producer. Music/Sound Human James Dean Wells, exec producer; Mike Jurasits, creative lead; Craig DeLeon, composer; Daryl Pinsdorf, composer/sound designer; Craig Caniglia, post producer; TJ Dumser, mix engineer; Robert Suchecki, audio assistant. Historical Footage Getty Images
This video could not have been completed without the help of Lacemakers Sweatshop, Method Studios, Company3, Human, Bandit and Getty Images--who all donated their time and talent to this project.
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