Huskies and GroupM combine to combat racism

GroupM Ireland and In the Company of Huskies have partnered together to develop a through the line campaign for INAR (Irish Network Against Racism). The campaign coincides with Anti-Racism month and is aimed at driving awareness about the app and website, which is a vehicle for people across Ireland to share racist incidents confidentially.

The data is used to help lobby for better protection against racism locally, nationally and internationally. Its capture also helps understand racism and its patterns specific to Ireland. The ‘Change is at Your Fingertips’ message is based around a simple idea that communication in its latest guise of ‘tapping’ your finger on a device can make all the difference.


Reporting incidents and supplying that data to the relevant governing authorities gives Ireland a chance to improve its legislation and support minorities. The INAR ads run across national radio, digital audio, out of home, print, digital display and social media. INAR director Shane O’Curry thanked the many people at GroupM and Huskies that made the campaign possible.

Amar Jacob, now social and content director at GroupM, said that since the Black Lives Matter Movement restarted the conversation globally around racism, efforts have been made to realise fundamental changes in how people in adland approach campaigns by making them more inclusive. The seedlings for these ads were planted when Jacob worked at Huskies.



Director: Shane O’Curry

Board Member: Claudia Horeau

GroupM Ireland

Social & Content Development Director: Amar Jacob

Creative director: Emma Morris

Business director: Tara Moran

Head of press and radio: Darren Bracken

Programmatic director: Ahmed Aswad

Programmatic account manager: Radoslaw Murawski

Media director: Stella Pete

GroupM CEO: Bill Kinlay

Mindshare COO: Ken Nolan

In the Company of Huskies

Account director: Amar Jacob

Creative director: Damian Hanley

Senior art director: Udi Ovadia

Senior copywriter: Robert Mcbride

Head of production: Brian Daly

3D illustrator/design: Nicole McMahon

Sound design: Mutiny Studios


Out of home: Simon Durham, Kinetic-Poster Plan; Declan O’Carroll, Clear Channel; Eoin O’Connor, Wide Eye Media; Sandra Doyle, Global and Eoin Fitzgerald, Promo Group

Print: News Ireland, Reach, DMG Media and Bord Gais Energy Theatre (Programme)

Radio: IRS, Red FM, Media Central and Urban Media

YouTube: Sky Media, Influent Media

Audi: Acast, AudioXi, Spotify



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