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UK Home Office: It’s not Just Offensive. It’s an Offence, 4

The UK Home Office today launches its latest campaign, created by M&C Saatchi London, which aims to communicate that targeting someone with verbal, online or physical abuse because of their race, religion, disability, sexual orientation or transgender identity may be a hate crime. The creative focuses on behaviours that are already criminal, such as aggressive verbal abuse and harassment, but which are hate crimes because of their hate-based motivation. In the 60-second video ad we see a variety of people targeted, such as a woman in a hijab walking down the street and a man in a wheelchair on a bus, with the faces of the perpetrators replaced by police e-fit style images. The ad finishes with one of these perpetrators being approached by the police outside his house, with a voiceover explaining how targeting anyone with verbal, online or physical abuse because of their religion, race, sexual orientation, disability or transgender identity could be a hate crime. The final line “It’s not just offensive. It’s an offence.” appears on screen as the ad ends.
Credits Other credits

Planner: Lizzie Haycocks

Media Planner: Wavemaker

Media Agency: Manning Gottlieb and Carat

Photographer: Joey L - Patricia Mcmahon Photography

Designer: Megan Fowler

Post Production Company: Stitch / 1920

Sound Company: Jungle

Sound Designer: Arge @ Envy

Colourist: Simona Cristea @ Coffee&TV

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