THE TRUE COST
Organic Social Campaign briefed by 100 Roses From Concrete to MAIP 2020 Fellows
Challenge: How might we open an honest conversation around appearance and racial bias in the workplace and the outside world regarding BIPOC?
Insight: BIPOC choose self-preservation methods to survive in the workplace rather than addressing racial biases.
Idea: We created the community hashtag #THETRUECOST with a customizable receipt template for BIPOC to share the "emotional tax" they've faced in adapting to Non-BIPOC professionalism. We seek to ensure the BIPOC community with the safety and empowerment to denounce racial discrimination in the workplace. This digital experience leans into a Table Talk series paneled by 100 Roses leadership and takes a deep-dive look into corporate racism and the invisible emotional taxing People of Color endure every single day.
Credits
Art Directors: Jessica Navarrette, Jordan Cox
Copywriter: Gustavo Ramirez Rojas
Here's the rest of the Team and our final deck.