In 2011, the City of Whittlesea, VicHealth and the Victorian Equal Opportunity and Human Rights Commission partnered to develop, implement and evaluate a place-based social marketing campaign to increase positive attitudes and behaviours towards cultural diversity in the City of Whittlesea.
The resulting See Beyond Race campaign was a key strategy within the Localities Embracing and Accepting Diversity (LEAD) Project, a multi-faceted place-based pilot to reduce race-based discrimination and support diversity, funded by VicHealth.
Implemented between May and September 2011 and informed by the best available evidence, the campaign focused on challenging stereotypes by featuring five local residents and their real life characteristics (hobbies, family life, employment etc) in advertising, local communications activities and a media partnership with the Whittlesea Leader. Campaign activity included a campaign launch, traditional advertising (local press, bus exterior/interior/shelter and food court tables), an editorial campaign, internal and external stakeholder communications and information and campaign material distribution (such as fact sheets, magnets, postcards, posters, bumper stickers) to households, businesses, sports clubs and schools. Strong results were achieved against campaign objectives, including a measurable shift in positive attitudes towards cultural diversity amongst the target audience.