This print and poster campaign is designed to raise awareness and understanding about racism in Britain’s multicultural community. It is directly aimed at those who relate to their British identity as well as their ethnic origins. 

 The campaign is composed of three posters that, at an initial glance, appear to be characters and words written in a foreign language. Upon closer inspection, however, each advert is written in English slang – for example, one execution reads, “Keep a stiff upper lip, old chap”.

“The ads perfectly symbolise EMMAs stance towards multi-culture,” EMMA founder Bobby A. Syed commented.