Initial Presentation showing student ideas around approaching a Hate Crime Awareness camoaign.

1. Hate Crime Awareness
Initial research and ideas from
BA (Hons) Digital Film & TV Students
Studying at LMA
Liverpool
and London

2. Hate Crime Awareness
Film & TV students from LMA were tasked with creating an
initial brief that will provoke young people to consider issues
around Hate Crime.
Working with Agent Marketing in Liverpool, students carried
out research into the issue and subsequently, looked at how
they could create visual content for a Hate Crime Awareness
campaign which would involve The Anthony walker Foundation
via a new site being launched.
Areas for consideration included:
• Highlighting what exactly Hate Crime is.
• Identifying differing types of Hate Crime
• Why Hate Crime Should be reported.
• Understanding the next steps.
• How visual content for a campaign like this could be created
to raise awareness.
• Directing people to the Anthony Walker Foundation site.
On delivery of initial ideas, Agent will view and identify ways in
which LMA Film & TV students could get involved with the
campaign.

4. What is Hate Crime?
Definition:
Public speech that expresses hate or encourages violence towards a person or group based on something
such as race, religion, sex, or sexual orientation.
LMA students carried out research into definitions and types of Hate Crime and identified the following:
Hate crime can fall into one of three main types:
• physical assault,
• verbal abuse and
• incitement to hatred.

5. Comparative Campaigns
LMA students worked in small groups to research comparative, online awareness campaigns before
considering their own ideas for a Hate crime awareness campaign.
Some of the campaigns they looked into were:
Starbucks - #WhatsYourName campaign
Procter & Gamble - on TikTok
Coors Light - could use a beer (on Twitter)
Charmin - (Toilet roll) on Twitter - #tweetfromtheseat
Bitter Pops - Bitter Pups
Students were asked tom ake notes on the following:
Which age audience has been targeted?
Which platforms has the brand made use of?
How are the campaigns appealing?
How has user generated content been encouraged?

6. Comparative Campaigns – #seemenow
LMA students then worked in small groups to research comparative Hate Crime awareness campaigns before
submitting their initial ideas.
The images below are from a campaign called seemenow which was a collaboration between The
Anthony Walker Foundation and Open Media. This campaign promoted positive black role models in all
industries.

7. Comparative Campaigns - #BHM
Also, as part of Black History Month, Liverpool University featured black academics on city screens for The
Anthony Walker Foundation campaign

8. Comparative Campaigns – Metropolitan Police
Hate crime not only harms its victims, it also harms their families and communities.
The British government is committed to tackling hate crime. They want to raise awareness of what a hate crime
is and help people understand that it is not right to target individuals based on their identity.
They state that hate crime is any criminal offence which is perceived by the victim, or anybody else, to be
motivated by hostility or prejudice towards someone’s:
• race
• religion
• sexual orientation
• transgender identity
• disability
These aspects are known as ‘protected characteristics’.
A hate crime can include verbal abuse, intimidation, threats, harassment, assault and damage to property.

9. What is Hate Crime? Physical assault
Physical assault of any kind is an offence. If you’ve been a victim of physical assault you should report it.
Depending on the level of the violence used, a perpetrator may be charged with common assault, actual bodily
harm or grievous bodily harm.

10. What is Hate Crime? Verbal abuse
Verbal abuse, threats or name-calling can be a common and extremely unpleasant experience for minority
groups.
Victims of verbal abuse are often unclear whether an offence has been committed or believe there is little they
can do.
However, there are laws in place to protect us from verbal abuse.
Any victim of verbal abuse should talk to the police or a partner organisations about what has happened.
A list of organisations can be found on this Metropolitan Police How to report hate crime page.
Report it online
True Vision is a national police scheme to help victims report hate crime online.
Report by phone
Call 101 The national, non-emergency telephone number is staffed 24/7. You can ask to speak to the
Community Safety Unit. You can report a hate crime directly to them or simply ask them for support or advice.
Visit a police station
If you’d prefer to speak to an officer in person, a safe and comfortable environment can be provided at any
police station.

11. What is Hate Crime? Incitement to hatred
The offence of incitement to hatred occurs when someone acts in a way that is threatening and intended to
stir up hatred.
That could be in words, pictures, videos, music, and includes information posted on websites.
Hate content may include:
• messages calling for violence against a specific person or group
• web pages that show pictures, videos or descriptions of violence against anyone due to their perceived
differences
• chat forums where people ask other people to commit hate crimes against a specific person or group

12. Initial Ideas and Approaches
LMA students worked in groups to research and submitted the initial ideas which can be viewed here.

13. Initial Ideas and Approaches
Students generated ideas in the form of mood boards which could be developed into pre production for Hate
Crime Awareness short films .

14. Initial Ideas and Approaches
Students generated ideas in the form of mood boards which could be developed into pre production for Hate
Crime Awareness short films .

15. Students generated ideas in the form of spider diagrams which could also be developed into pre production
for Hate Crime Awareness short films .
Initial Ideas and Approaches

16. Initial Ideas and Approaches
Further development of initial ideas by the groups of LMA students based on research into Hate Crime
Awareness
One group suggested making a short film using the hashtag #ItTakesOne.
They created a mood board and put down their ideas which indicate a relevant colour palette and other ideas.

17. Initial Ideas and Approaches
Further development of initial ideas by the groups of LMA students based on research into Hate Crime
Awareness
More and more young people are finding themselves in situations, through (in most cases) no fault of their own
that they cannot escape.
Children as young as 12 are being coaxed into gangs filled with drug wars and knife crime. Young single women
are being targeted simply for living on their own. Racial slurs and abuse being thrown at people for the colour of
their skin.
Sometimes we feel as if we are small, incapable of change. But it only takes one to make change. If we all have
this mentality the change will be massive.
Our short campaign video will incorporate how individuals are capable of making big change.
From a single young woman taking to social media to discover that her house has been marked by a gang , to a
young black boy reporting his so called ‘friend’ for racial abuse, to the ‘friend’ breaking away from his
manipulative, racist gang and attempting to get back on the right path.
Taking inspiration from real life stories this short video campaign will be a social realism piece. The look of the
piece would be inspired by the films of Shane Meadows.

18. Initial Ideas and Approaches
Further development of initial ideas by the groups of LMA students based on research into Hate Crime
Awareness
Brain storming sessions by students also identified a variety of types of hate crime, issues which could be
addressed through the production of short films which could subsequently be uploaded to social media sites.
• Discrimination against mental illness and the police mishandling/assumptions of mentally ill individuals
• The link between crime and poverty, how we can combat it
• Stop and search racial profiling and the amount of black/brown males stopped compared to whites
• Drug addicts tolerance of mistreatment
• Racial discrimination, targeting
• Lack of positive mentors among the youth
• Police accountability
• Discrimination against the disabled

19. Initial Ideas and Approaches
Further development of initial ideas by the groups of LMA students based on research into Hate Crime
Awareness
Students further researched the issues they had discussed and developed ideas for short film content based on
facts about stop and search that they had unearthed:
Black people are nine times more likely to be stopped and searched by the police than white people, official
figures for England and Wales show.
The figures for 2019-20 come after protests and allegations of racial profiling by police, with claims that trust and
confidence in the police are under serious strain.
Liberty said the figures showed “increasing state harassment” of black
people that would make little or no difference in tackling serious crime.

20. Initial Ideas and Approaches
Further development of initial ideas by the groups of LMA students based on research into Hate Crime
Awareness. Initial visualization of a piece based on accountability:

21. Hate Crime Awareness
Further Development of Ideas
LMA students have shown excellent engagement with this project and they have, through research and
discussion, developed short film ideas that can be realized as part of a campaign that targets its audience
through social media.
Taking into consideration feedback from Agent Marketing, students would welcome carrying out further
research and development asking questions such as:
• Who? Is the campaign target audience (wealth, lifestyle, class etc)
• What? type of hate crime should they raise awareness of?
• Why? Is this important?