Purpose Awards EMEA 2021: Charity/NGO - Best Equality & Inclusion Cause Campaign

WINNER: Create Not Hate by Quiet Storm

Purpose Awards EMEA 2021: Charity/NGO - Best Equality & Inclusion Cause Campaign

Create Not Hate was established by agency Quiet Storm to increase diversity in advertising and the creative industries by giving underrepresented young people opportunities. It was originally launched in 2007, before being revived in 2020 as a non-profit Community Interest company.

The programme gives under-represented young people training in all aspects of the creative
process through hands-on experiences, and the chance to respond to a live brief in order to
develop their skills and give young people a sense of place in the industry.

With the murder of George Floyd in May 2020 reigniting the Black Lives Matter movement
globally, Trevor Robinson, founder of Quiet Storm, felt it was more important than ever to
harness the power of creativity to bring about a revolution in the ad industry's make-up and
drive positive change.

This time Create Not Hate sought to address racism and prejudice. It was especially
important to demonstrate how young, Black people make a positive contribution to the world
during a time when the right-wing media frequently depict peaceful Black Lives Matter
protesters as criminals.

To engage hard-to-reach young people, Quiet Storm worked with Debate Mate to contact
schools where a high proportion of pupils qualified for free school meals and approached
councils to reach out to young people who were not in education, employment or training.
More than 100 people ended up participating in the 2020 programme, on a brief to tackle

The resulting campaign received widespread media coverage including stories on Sky and
ITV News, and free media placements from Channel 4, Spotify, Time Out, Ocean Outdoor,
the Financial Times.



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