Stand Against Racism

Channel 4

Agency: Sainsbury's and 8 other supermarkets

After a racist backlash to Sainsbury's Christmas commercial, we pulled together the supermarket sector to stand against racism together.

We persuaded 9 of the UK's supermarkets to set aside fierce rivalries at the most commercially critical time of the year to unite in solidarity across two dedicated commercial breaks on Channel 4. The campaign was supported by Channel 4 social activity, and even mentioned in several on air shows across the day.

Over 4 million saw the campaign, with 60% improving their view of supermarkets as a result - and over 35,000 usages of the hashtag were recorded across social media.