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City of Greater Shepparton
URL: http://www.greatershepparton.com.au/residents/cultureandcommunitystrengthening/lead/seebeyondrace/
See Beyond Race
Local people and local stories were featured in a new community awareness campaign to increase acceptance of cultural diversity and reduce race-based discrimination.
Local residents who were the "faces" of the ‘See Beyond Race' four-month social marketing campaign to tackle race-based discrimination, say it resulted in new friendships and greater understanding among the community.
Launched on 23 May 2011, the campaign which appeared on billboards, flags in prominent locations, in newspapers, on TV and radio, continued until the second week of September 2011. Featuring eight local people from diverse cultural backgrounds, supporting promotional material such as stickers, mouse pads and pull up banners continue to be displayed within our partner settings.
The effects of the campaign and experiences of participants are being evaluated by Quantum Market Research and VicHealth, with results due to be released in the next few months.
Preliminary interviews with participants have shown they thoroughly enjoyed the experience and have been overwhelmed by the positive public response. In particular they were surprised, yet proud, when people approached them to talk about the campaign.
Each of the "faces" of the campaign highlighted their hobbies, family connections and careers, which underlined the message that, while we all have differences, we have shared experiences and have much in common with one another.
More In This Section
This section contains copies of the campaign material for the See Beyond Race campaign.