#racismoneon - "I want blue eyes soI will buy these crisps (chips)"

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Brand: #racismoneon
Country: Mexico

Advertiser: #racismoneon

Title	I want blue eyes soI will buy these crisps (chips)
Campaign	#racismoneon
Advertiser	#racismoneon
Brand	#racismoneon
Date of First Broadcast/Publication	2022 / 8
Business Sector	Racial/Ethnic/Minority/Disability Awareness
Tagline	#racismoneon
Story	to have blue eyes represents the European culture and they dominate the ruling class. This aspirational strategy is used by many agencies to sell brands from crisps to luxury clothing. This 'aspirational' technique has been in place for over 500 years eg Jesus was white and so where the ruling Spanish class.
Philosophy	This poster and social media campaign called #RacismoNeon (Neon Racism) is designed to create conversation amongst workers in the advertising industry and have them discuss ways to remove colonial thinking such as white superiority from advertising messages
Problem	Some Mexican brands choose to feature light skinned models to represent their Mexican products, ranging from beer to designer clothing. This so-called “aspirational advertising” has become common practice for most advertising agencies in Mexico. A recent study in 2020 revealed that 70% of advertising feature white models while white represent only 10% of the total Mexican population.
Result	4,000 posters placed on streets of Mexico in areas where ad agencies are located. On social media images of posters are uploaded. Over 1 million people reached on streets of Mexico and social media in first 2 weeks. A) coverage in Latin American advertising trade press: Latin Spots; Adlatina; Reforma newspaper , Roast Brief, and on many social media B) coverage in 'general' market newspaper Spanish language `El Pais' in Spain, Mexico and USA. Followed by AlJazeera (AJplusEspanol) on their social media channels reaching hundreds of thousands of readers. C) social media channel: Twitter, Instagram, Facebook the poster campaign was uploaded and comments are posted. along with many memes being created and conversation is generated on why advertising needs to remove colonial thinking such as racism are discussed. D) The most popular web destination for young people in Latin American Advertising Roast Brief holds a 1 hr panel on Linked -In/Youtube with top creatives and discuss the issue and search for solutions to remove colonial thinking from advertising. A commitment is made from the participants (Roast Brief and Circulo Creativo de Mexico) to continue the discussion.
Media Type	Social Media
Market	Mexico
More Information	https://www.instagram.com/racismoneon/
Head of Social Media	Carl W. Jones