Victorian Government

Anti-Hate

the brief

Victoria’s racist, sexist, homophobic and generally discriminatory graffiti has become commonplace. But for its victims, the abusive messages scrawled on walls, bus stops and public toilets are a constant reminder of dormant hate. Our challenge was to create a brand to challenge how Victorians behave when confronted with discrimination.

the idea

Hateful messages are most often applied in spray paint. To help counter their impact, we created a metaphorical ‘anti-hate’ spray; a powerful visual image that become the centrepiece of a campaign encouraging all Victorians to spread tolerance and show support for victims of discrimination.