FCB Zurich Finds a Creative Way to Fight Racism Against Refugees

After witnessing the hatred that the refugee issue was getting in Germany, FCB Zurich partnered with Refugees Welcome to create “Search Racism. Find Truth.” With the launch of this campaign, anyone in Germany searching for xenophobic videos on YouTube will first be shown clips in which actual refugees rebut prejudices in their very own way: with facts, personal anecdotes, surprising revelations and even humor. Thanks to a complex combination of channel and keyword targeting complemented by the placement of unskippable ads before very specifically selected videos, individuals looking to watch hateful videos will be unable to avoid watching the messages from refugees first. The campaign also includes a microsite where refugees tell their stories.

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