Act Against Racism

Client: Royal College of Psychiatrists

A survey carried out by The Royal College of Psychiatrists showed that psychiatrists from ethnic minority backgrounds working in the NHS experience direct and indirect racism from colleagues and staff. To help tackle this issue, The Royal College of Psychiatrists had developed a set of 15 actions that would help organisations deal with racism in the workplace. They wanted to run a national campaign that would encourage workplaces to sign up to adopting these actions and in doing so transform the experience psychiatrists and other staff from minoritised ethnic backgrounds in mental health service employer organisations across the UK have at work. 

To achieve our client's objectives, we devised a multi-channel campaign that would help us target specific workplaces, including two campaign films which shone a spotlight on the issue and actively encouraged organisations to get involved. 

Our client had the initial objective of signing up 10 workplaces to the initiative within the first three months of the campaign. Just over two months since the launch of the campaign – 11 workplaces had signed up. And as of 25th January 2024, five months since the campaign launch, 14 workplaces had signed up. Our client also took home the award of Campaigning Team of the Year at the 2023 Charity Times Awards (the Act Against Racism campaign was highlighted as a key factor in this). 

As a result of this important campaign, several mental health organisations across the UK are already taking steps to actively tackle racism at work."