Stakeholder consultation with
One Scotland
Barkers was approached by the Scottish Executive in 2000 to develop a communications strategy to help support a commitment to tackle racism in Scotland.
Initially seen as a short-term project, we were forced to revisit our work following the events of 9/11 and the rise of Islamaphobia across the UK. The racial and religious tensions in the worldwide political climate created an unfavourable backdrop for any anti-racist communications with increased fear and tension impacting on individual attitudes. It was important that our approach took this into consideration.
The principal aim of the campaign was to change people’s attitudes to race and to create a climate of personal responsibility for racial equality. Initial phases of the campaign were successful and campaign aims and messages have been developed over the years to reflect the changing environment.
A major element of the campaign is stakeholder mapping and consultation. Barkers worked with the Scottish Executive to identify key individuals and organisations that would influence the campaign as well as the wider environment. This exercise was crucial in creating and developing the strategy and allowed us to gain buy-in at a very early stage, as well as on an ongoing basis.
Currently, the campaign takes a two-pronged approach to tackling racism: Highlighting the negative effects of racist attitudes. Promoting the positive aspects of living in a diverse society.