Alex Bennett-Grant CEO of We Are Pi took to the virtual stage at Cannes Lions Live to launch an industry-wide pledge to stop anti-black advertising casting.
Provocatively named ‘Before You Shoot’, the pledge was inspired by a recent industry-wide We Are Pi survey that received five hundred international respondents from people at agencies, brands and production companies.
- 94% of those surveyed believe the ad industry needs to take action on racist decision-making in the casting process.
- 52% surveyed were shut down or ignored when they tried to take action on what they believed was racist decision-making.
- 70% feel they do not have a safe space at work to share and discuss topics of racism and discrimination.
- Requesting black people be removed from casting briefs to avoid the embarrassment of not selecting them later.
As a first step forward, Bennett-Grant invites the industry to join a pledge to stop anti-black ad casting.
Brands have been called out for talking fast in support of BLM, while acting slow on system change to stop anti-black practices. We can't stand back and expect the advertising industry to change because we wish it. It’s time for action. My first step is inviting the industry to pledge a stop to anti-black casting practices.Alex Bennett Grant, CEO, We Are Pi
You can watch the full ’Before You Shoot’ talk on Cannes Lions Live Website and download the ‘Race In Advertising Casting’ research report at www.beforeyoushoot.info
Before You Shoot pledge comes a month after We Are Pi launched its new research report, New Society Rules, which serves as a marketeers guide to 21st century culture. The report covers themes such as "Waking Up To the New Mainstream" which tackles topics of minority community roles in mass culture.
About WE ARE Pi
We Are Pi is an award winning Creative Innovation Consultancy that partners with clients to build brands worthy of thriving in changing times by initiating transformation programs. We Are Pi Client partners include Nike, Heineken, Uber, Diageo and Virgin. We Are Pi was named Small Agency of the Year 2018, 2019 and 2020 by Creative Pool and Ad Age.
We Are Pi cultural research platform, New Society Rules, helps brands navigate cultural change. We Are Pi content arm, Pi Studios, produces ground breaking stories about cultural change. We Are Pi is proud sponsor of OUTO, Black Strat and Plus Plus One.