Six in ten Black, Asian and minority ethnic psychiatrists have experienced racism at work.

This finding from a survey of members prompted the Royal College of Psychiatrists to seek our help.

They wanted to launch a campaign aimed at boosting staff confidence in tackling racism in the workplace, whether experienced directly or witnessed as bystanders.

We knew our approach needed to be comprehensive and sensitive. Our target audience was diverse, including those affected by racism, witnesses, and even those who perpetrated it—knowingly or unknowingly. We needed to create a campaign that engaged everyone, regardless of where they were on their learning journey.

Our research and focus groups revealed that participants felt strongly that racism persists unless actively countered. Our creative concept grew out of this idea of the importance of pushing back against racism through strong simple representation of opposing forces.

Finalist

Best Equality & Inclusion Cause Campaign

2024

Our client aimed to have 10 trusts by 3 months, but had comfortably exceeded that target after only 8 weeks – a great result for them to share at their annual congress.

Our collaborative efforts were recognised when the Royal College of Psychiatrists won Campaigning Team of the Year at the 2023 Charity Times Awards, with the “Act Against Racism” campaign highlighted as a key factor.

Exceeded target by 140%

Multi-award nominated work

“You helped bring our vision to life – from the original concept to the various changes in direction and the final deliverables. Please pass on our appreciation to everyone involved with the project. It was a pleasure working with you and we look forward to continuing our work together.”

Director of Strategic Communications, Royal College of Psychiatrists

Related projects

View all work

Oxfam

A film highlighting the environmental cost of luxury travel.

Charity

Content

Living Wage Foundation

A new campaign concept for Living Wage Week 2024.

Charity

Campaigns

RSPCA Northamptonshire

A campaign celebrating the priceless bond between people and pets.

Charity

Campaigns

Sign up to our newsletter

By entering your email, you consent to allow Eleven to store and process the personal information submitted above in accordance with our Privacy Policy.