NATIVE VML partnered with People Against Suffering Oppression and Poverty (PASSOP), a South African non-profit that advocates for equality, justice, and human rights for all, to create #IAmMuslim, an initiative to address the rising tide of Islamaphobia in South Africa and globally.
The agency created portraits of Muslim women wearing a traditional hijab made from the flag of their native country. These images were seeded through multiple executions including outdoor, print and social media to challenge people’s prejudices and reframe the global conversation.
"We are immensely proud to have won this award for our #IAmMuslim campaign. I have always believed in the power of creativity to change the world. But we can't change the world by changing things in it, we have to change the way people think. If we can change the way people think, we can change the way they act. And that is how sustainable change happens. At NATIVE VML, we have always been obsessed with creating ‘purpose-driven work that lives in people’s lives’ because we believe that as brands and agencies, we have a responsibility to make the world a better place,” says Jason Xenopoulos, CEO of NATIVE VML.