Over four weeks in May & June 2011, The Body Shop customers were asked to Give Racism The Finger. During that time we collected 50,706 fingerprints in 83 stores across Australia. The Body Shop initiated conversations with 300,000 customers during the campaign.
We ran a survey with store staff after the campaign. Each store self-rated their passion and knowledge about racism before the campaign at 6.4/10 and after the campaign at 7.9/10. We believe this increased confidence is reflected in the number of fingerprints collected, with 1/3 of customers Giving Racism The Finger.
All Together Now worked with The Body Shop, Shift Communications, Amnesty International Australia and Hunting With Pixels to start a national conversation about racism. The campaign has been evaluated and the results are available online. We have also written about the corporate social responsibility aspects of the campaign.
We interviewed some employees at The Body Shop to find out why this campaign is important to them:
For media information, please see our media page.