On Thursday 16th January, the film and advertising industries came together with the Irish Network Against Racism (INAR), as a Cannes Young Lions winning cinema advert re-launched the iReport.ie web resource as an app, to make reporting and responding to racism easier.
INAR (formerly ENAR Ireland), who coordinate a network of 102 civil society organisations in Ireland, have pioneered the iReport.ie racist incident reporting system since 2013, logging thousands of incidents, and producing from their data cutting edge reports and policy submissions to national and international reporting bodies, government and media. In this period, INAR have developed the capacity of their network members to support people to respond to racist incidents including the “Responding to Racism Guide”, a highly accessible 226 page directory of institutions, public bodies and their procedures with regards to racism and discrimination. These resources are brought together in a new iReport app, available for Android and iOS devices on the new INAR website. The app is aimed at members of minority groups who experience racism, as well as their allies and advocates, encouraging the latter to ‘speak up’ and make racism visible.
The Cannes Young Lions competition is led by IAPI, the Institute of Advertising Practitioners in Ireland, and sponsored by Wide Eye Media who manages all cinema advertising across Ireland, and Pull The Trigger, an award winning commercials production company, which invests in nurturing new talent and supporting social change causes. The competition encourages social responsibility and creativity in the advertising industry, bringing together budding creatives with not-for-profits, resourcing the production and dissemination of adverts with important messages.
This year, the winning film to promote INAR and its new iReport.ie resource app was “Blackout”, the entry from young creatives Paul Kinsella, Art Director with Ogilvy and Eoin Tierney, Copywriter with Boys + Girls. Last night saw the premiere of “Blackout”, as executed by director Richie Smyth of Pull The Trigger in conjunction with Eoin and Paul, and distributed in Irish Cinemas by Wide Eye Media for films rated 15A and above.
“The Cannes Young Lions winning cinema advert by Eoin and Paul uses real-world footage of racial incidents” according to Su Duff, marketing & research director with Wide Eye Media, “While the experiences are uncomfortable to watch, they are unfortunately present in Irish life. Wide Eye Media is happy to be able to support INAR in the distribution of its important message and new app launch.”
Speaking ahead of the launch, INAR board member Claudia Hoareau-Gichuhi said “We are very proud to launch this advertising movie, conceived by Eoin and Paul, and which very snappily captivates the importance of our message, and the resources that INAR develops for reporting and responding to racism and encouraging bystander intervention”. INAR Director Shane O’Curry added “We are also delighted with the opportunity to promote our work with the help of professionals in the industry. We are very grateful to IAPI, Wide Eye Media and Pull The Trigger for their tireless work, support and understanding in taking us on this thrilling journey and helping to promote the work we do in ways we could only aspire to”
On behalf of Pull The Trigger, Max Brady, founding partner and executive producer said “Pull the Trigger is always very keen to assist social change and public awareness around issues that face Ireland as we take our place on a global stage. We are very proud to have, in some small way, contributed to the campaign against racism, to highlight that every comment, action and ‘joke’ can have a devastating effect on the recipient, and that the seemingly insignificant becomes powerful when unchallenged.”