SMALL STEPS x FACEBOOK
Client: Small Steps
Media Partner: Facebook
ACDs: Jackie Blaze, Katherine O' Brien
AD/CW: Megan Curry, Anne Lacy, Charlie Quiroz, William Malone
We worked with Facebook to raise awareness for Small Steps, a UK based NGO, made-up entirely of former far-right members. They work against the far-right by providing education, mentorship and a lifeline for people trying to get out.
The campaign launched on April 20th, 2018, Adolph Hitler's anniversary, a highly active far-right holiday.
Everyone is familiar with the swastika, but no one knows all the other symbols far-right members use to communicate with each other, so we created an encyclopedia on Instagram and transformed these symbols of hate into symbols of hope. Here's a few:
Then we made a film capturing the founder, Nigel, undergoing his own hate symbol transformation.