FIFA's Midnight Ramadan League and how diversity initiatives can be more effective when they allow us to discover our own biases
This award winning campaign is a terrific example of how what we produce as an industry can be more effective when it makes us check and discover our own biases without telling us we should. Selma and David talk us through the thinking that led to their Channel 4 Diversity in Advertising Award. It is given to encourage brands to better reflect the cultural diversity of the whole of the U.K. in TV advertising.
TV spot
FIFA video gamers were able to outfit their players in the Midnight Ramadan League uniform.
British Asian Premier League star Hamza Choudhury wrote a children’s book
Below is the recent Nike spot “New Girl” that I reference in the interview. It also uses an unexpected tone (light hearted humor) to address gender bias and empower young girls in changing cultural norms in both sports and society.