#WEARETHEKEY

Creative Conscience Global Award 2024

(https://www.creative-conscience.org.uk/winners/we-are-the-key)

Concept:
‘We Are The Key’ is a campaign targeting Gen Z — the most socially active generation. By educating themselves and amplifying voices within their own circles, they have the potential to reshape the future into a more inclusive society.

Objective:

• Start with a viral hashtag-based social media campaign, encouraging individuals to share personal experiences of racism.

• Create an offline art exhibition where these experiences are transformed into creative works — ranging from visual art to written stories.

• The exhibition acts as an educational platform where visitors can see, hear, and understand what racism looks like in everyday life.

Process:

• Social media strategy tailored to Gen Z’s digital habits.

• Building an accessible visual identity that feels community-driven rather than corporate.

• Designing the exhibition as an evolving, crowd-sourced space for self-expression and learning.

Outcome:
By giving individuals the key to tell their own stories, the campaign turns personal pain into collective education, making anti-racism activism accessible and creative.