Campaign details

Brand: World Afro Day
Client: World Afro Day
Agency: Ogilvy & Mather / Wavemaker


"Everyone thinks of changing the world, but no one thinks of changing himself" Leo Tolstoy

It's easy to draw attention to what is wrong with the world. Everyone has an opinion on it. The difficult thing is to look at what is wrong with yourself.

This paper lifts the lid on a pervasive social bias. One which no one knew about. It explores our unconscious and unrealised prejudices.

It shows how we increased awareness of this invisible problem by 14248%. With a budget of exactly... well, there wasn't one.

Finally, it follows the journey of one planner as they turned their focus inward, from the society to the self.

Because the momentum for real change had to start from within.

Introducing World Afro Day

The world of advertising has become over-burdened by gimmicky marketing days. If in doubt, we know there is a PR-able opportunity in Mother's Day, Valentine's Day, Pancake Day, even International Cat Day.