Cannes Young Lions

IDEA:
#MySeriousCommentOnYourRacism
 
We define the one and only (not so) serious reaction to racist speech and thereby unite a global community of active changemakers. How? By giving a meaning to a universally known but barely understood phenomena: the BURP.

It's a little bit gross, a symbol of largely unapproved behavior, but it can be funny, too. Ever had a contest with your friends on "who can burp the loudest"? Maybe you should try that sometime…
The burp will become the community’s natural response to hateful racist comments on social media. Because sometimes, racist comments just leave you lost for words. By making Tik Tokers react to racist speech with a classic BURP video, we create an unusual, innovative, and fun way to raise a voice against one of our most pressuring social problems of all times.

Showing racists that we are more. And louder.
Starting on Tik Tok, conquering the world wide web.

STRATEGY:
We target a young digital audience from all countries in their natural habitat: social media. More specifically: on Tik Tok.

Out of its 1.2 Billion monthly active users worldwide, 41,7% of all Tik Tokers are aged 18-24, which makes Tik Tok the perfect platform for us to inspire young changemakers to create video statements against racism.
The platform is all about humor and entertainment and holds a high potential for viral trends as current phenomena such as the “Sprite Challenge” impressively prove.

By tackling a very serious topic (racism) with a bit of humor, we connect to our target audience in a way that makes taking a stand and joining in on our message easy and fun.

EXECUTION
On September 21st 2022, the world stars Beyoncé (singer) and Kevin Hart (Comedian) will make a Tik Tok stitch video reacting to a racist comment on one of their previously uploaded contents.
By simply filming themselves burping as their response and using the hashtags #IAmAntiRacist and #MySeriousCommentOnYourRacism, they will gain immense attention among the community and media.

Leaving people wondering what’s happening, the community will look up the used hashtags and find further information on unesco.org or our partner websites. Having gained the social momentum, we will educate the community on how to stand up, be loud against racism in their daily lives, and inspire them to show us what being an anti-racist means to them. #IAmAntiracist #MySeriousCommentOnYourRacism