Helping to break the cycle of racial discrimination 

Sherlock News

Collectively as a studio, and individually, we have been horrified by the racially motivated violence that has taken place in the US this year. 

To us, like so many others, those events have served to highlight the extent to which racism is still depressingly real in our society – not just in the US, but in the UK and worldwide.

We are an open and inclusive studio, but we want to go further and do what we can, within our capability as an agency, to help break the cycle of racial discrimination on a wider scale. With that in mind, we have built what we hope is a practical and achievable set of principles for our studio to follow.

1. Diversifying project imagery

The challenge: In our experience, it’s harder to track down imagery of people with BAME heritage, in the precise situations we need, on image libraries. And that’s a problem, because representation matters when it comes to changing the status quo.

How we’ll tackle it: We’ll redouble our efforts to source project imagery which includes racial diversity – and which is inclusive beyond race. For example, if we need to find images of ‘people enjoying the countryside’ we will go the extra mile in sourcing imagery of those with BAME heritage doing so too.

2. Increasing our internal cultural awareness

The challenge: BAME creatives tend to be less well known and referenced.

How we’ll tackle it: We’ll widen our field of vision when it comes to BAME creatives. One way in which we’ll do this is through our ’10-minute talks’ programme where our studio colleagues take turns to brief the rest of us on a creative who has influenced them or who has a different perspective on the world.

3. Helping to ensure everyone is heard 

The challenge: Ensuring that everyone has a voice when it matters, is key to changing the status quo, but currently, people of BAME heritage don’t always have a seat at the table.

How we’ll tackle it: From our design, to our event consultancy, we will seek out opportunities for those of BAME heritage to join the conversation, or to be represented, wherever our projects allow.

4. External knowledge sharing

The challenge: Whether it’s consciously or subconsciously, creatives of colour, and businesses owned by people of colour, can be overlooked because of the inherent and deeply rooted inequalities within society.

How we’ll tackle it: We’ll use our blog and social media channels as a platform to connect with creatives of colour and BAME-owned businesses that are relevant to our areas of work, but who are currently under the radar – using our reach to showcase their work.

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