Saatchi & Saatchi Helps Celebrate Diversity with #EasterSoWhite Campaign

Saatchi & Saatchi has launched #EasterSOWhite, an initiative that seeks to draw attention to the under-representation of the BAME community in advertising and marketing with particular focus on Easter.

The UK-based campaign #EasterSoWhite is the next evolution of the #SoWhiteProject which first launched with #ChristmasSoWhite in 2016. Diversity is not just for Christmas and #EasterSOwhite continues to promote diversity at key moments when family and friends gather, capturing a more accurate representation of what real life looks like.

Nadya, one of the co-founders said, in a release: “With #EasterSOwhite it was important to build on the diversity message we established at Christmas so including diverse cultural traditions was a really exciting next step.  It doesn’t end here and for #SummerSOwhite we are having exciting conversations with diversity organisations to represent the full wonderful diversity of the UK.  There is no element of diversity we won’t represent.”

#EasterSOwhite has three developments on #ChristmasSOwhite, according to the release.

“Firstly, #EasterSoWhite brings attention to different cultural traditions at Easter to stop the cultural white-wash that can often occur.  As well as creating imagery of Easter egg hunts and egg painting the imagery also draws attention to other cultures’ Easter traditions,” the release stated. Because of everyone having different traditions, the group decided that everyone should share each other’s cultures.

Additionally, #EasterSOwhite imagery will be available Royalty Free via Getty Images for everyone to use in their Marketing and Advertising efforts

#EasterSOWhite also announced a partnership with Exterion and Primesight, leading out of home media owners, to enable the imagery to be featured in locations across the UK.  These include Westfield shopping centres, Cinema Foyers, alongside Railway Stations and in local high streets. The imagery will feature the headline Happy Easter from #SoWhiteProject bringing a joyful diverse representation of Easter.

“Seeing our industry gradually waking up to the difference we need to make in the world, we’re proud to be hosting #EasterSOwhite’s message of diversity and inclusion on our billboards,” Naren Patel, CEO of Primesight added. “Outdoor Advertising is the awareness building medium, reaching 98% of the UK population every week and we’re pleased that our estate will help to start conversations nationwide on the portrayal of our diverse nation in the media.”