Following the success of this year's #EasterSOwhite, Primesight is pleased to once again be showcasing work from the #SoWhiteProject. The work will be live this weekend across Primesight's entire digital 48-sheet and 96-sheet estate. #SummerSOwhite has launched to raise awareness that diversity is not just for Christmas and Easter, it's part of everyday life and should be reflected in all marketing and advertising communication.
Created by Nadya Powell (The Great British Diversity Experiment, Innovation Social), Selma Nicholls (www.lookslikeme.co.uk , leading talent & casting agency) and Wren Graham (Sunshine) and Nathalie Gordon (Above+Beyond), the So White Project is aiming to raise awareness of the need for diversity in advertising. #SummerSOwhite is the next evolution of the #SoWhiteProject that first launched with #ChristmasSoWhite in 2016. The #SoWhiteProject continues to promote diversity at key moments when family and friends gather, capturing a more accurate representation of what real life looks like for them and ensuring the advertising and marketing world reflects the same.
Selma Nicholls, co-founder of #SoWhiteProject and CEO of Looks Like Me talent agency comments, "It is critical that we continue to represent society fairly, so when children type in 'family summer holiday' and look at the images online, they see children that look like them. Our aim is to continue to work closely with the marketing and advertising world that represents our children."
Primesight is pleased to be adding their support to a project backed by Karen Blackett OBE, Chairwoman of MediaCom, and Nishma Robb, Head of Marketing at Google UK, who have provided strategic support and advice through-out the project.
Our CEO Naren Patel commented "Seeing our industry gradually waking up to the difference we need to make in the world, we're proud to be hosting #SummerSOwhite's message of diversity and inclusion on our billboards. Outdoor Advertising is the awareness building medium, reaching 98% of the UK population every week and we're pleased that our estate will help to start conversations nationwide on the portrayal of our diverse nation in the media."
Nathalie, creative founder added, "Diversity in imagery is something that can always be improved. We need to stop reinforcing stereotypes and show the world as it truly is rather than just a representation of the confirmation bias bubble we're all living in."
Wren followed, "We hope this campaign will inspire other businesses and agencies to use more diverse imagery. It's our responsibility to reflect society".
#SummerSOwhite is a collaboration between the creative and media industries organised through the Communications Diversity Taskforce. Businesses contributing to the Taskforce include the likes of media giant MediaCom, Valenstein & Fatt, Saatchi & Saatchi, AMV BBDO, Google, FCB Inferno, Ogilvy, Wieden + Kennedy, We Are Social, MARS, Y&R London, Mindshare, Carat, McCann London, BBH, Creature, Sunshine and Channel4.
You can learn more about #SummerSOwhite and the wider So White Project at https://thesowhiteproject.com/.
Models were provided by modeling agency Looks Like Me and the imagery was shot by renowned photographer, Helen Marsden. The families were styled by Fashion Stylist Yvadney Davis and SUNUVA provided all swimwear from their children's ranges. Michael Adeyeye is the videographer for the initiative.