Australian Mental Health Organization beyondblue has released a powerful PSA, titled 'The Invisible Discriminator,' with a universal message.
Racism isn't always overt and explicit gestures and statements. In fact, more often than not, it's expressed in micro-aggressions; quiet, barely noticeable gestures, such as sideways glances, anxious fidgeting and crass jokes. Repeatedly being exposed to these micro-aggressions can take its toll on the mental health of the Indigenous Australians the commercial is geared toward.
The racism in the ad is personified by an ominous character who voices the internal narrative of the light-skinned strangers ("Don't make eye contact," "What do you think she's up to?"). The result is that the implicit racism that often goes by unnoticed is being illuminated, making it very explicit and blatant.
Powerful Racism PSAs
The Invisible Discriminator Illuminates Latent Racism
Trend Themes
1. Anti-racist Advertising - The rise of anti-racist advertising highlights the need for companies to address latent racism through their campaigns.
2. Micro-aggression Awareness Campaigns - Awareness campaigns aimed at highlighting micro-aggressions can lead to greater empathy and understanding of the impact of racism on mental health.
3. Personification of Racism in Media - Personifying racism can help make implicit biases explicit and increase awareness of the prevalence and impact of racism.
Industry Implications
1. Mental Health - Organizations in the mental health industry can collaborate with anti-racism campaigns to address the impact of latent racism on mental health.
2. Advertising - Advertising agencies can play a role in addressing latent racism by creating anti-racist campaigns that highlight the impact of micro-aggressions.
3. Media - Media outlets can incorporate personification of racism in their content to help raise awareness of implicit biases and the impact of racism on marginalized communities.