The crowd-sourced 'We are the 15 Percent' photography series by Michael David Murphy & Alyson West was created as a way to respond to the negative backlash created after a Cheerio's commercial showed an interracial couple. Though there was a great number of people in support of the ad, and felt like it showed what is an everyday moment for families, there was some negative comments directed at it online.
The We are the 15 Percent series is aptly named as an estimated 15 percent of new American marriages are between people of different races. The photos, sent in by real families, portray loving families and wedding scenes, some with kids, some without. The We are the 15 Percent series is a fantastic way to take someone's negativity and turn it into a positive that can change the viewpoints of others.
Backlash Fighting Photography
The 'We are the 15 Percent' Series Highlights Interracial Marriage
Trend Themes
1. Crowdsourced Photography - Exploring the potential of crowdsourcing in photography to shift societal narratives and challenge negative stereotypes.
2. Interracial Representation - The increasing visibility of interracial couples and families in mainstream media provides opportunities for startups to create products and services catering to their unique needs.
3. Positive Reinforcement Marketing - Using positive feedback and messages to combat negative sentiments online and create social change through advertising and marketing campaigns.
Industry Implications
1. Advertising and Marketing - Incorporating diverse representation and creating positive messages can improve brand image and attract a wider customer base.
2. Photography and Media - Crowdsourced photography and diverse representation in media can create opportunities for startups to disrupt the industry with new approaches and perspectives.
3. Family and Relationship Services - The growing visibility of interracial families and couples creates opportunities for startups to cater to their unique needs and provide services to support their relationships.