The creative idea was deliberately led by a ‘less is more’ approach. We created a new ‘STOP HATE’ brand icon and simply added that message to a plain white t-shirt. These were worn by models at a photoshoot standing against a relevant & colourful background.
To differentiate between the six defined categories of hate crime (eg. sexuality, race, religion, etc), different backgrounds were created. For the ‘sexuality’ category, we utilised the Pride rainbow.