Men’s grooming brand Lynx has teamed up with youth culture publisher Complex UK and SocialFIXT, a diversity job board, to create a content series on contemporary issues around race.
The Race Card aims to turn the idea of ‘playing the race card’ on its head by highlighting individual experiences of racial micro-aggressions and how these manifest in people’s everyday lives.
The first episode features influential Black Britons including rapper AJ Tracey, footballer Jesse Lingard, fashion stylist Ayishat Akanbi, writer Chanté Joseph, radio presenter Sideman, and grime MC Novelist discussing their experiences of racial stereotyping at school.
“As part of the brand’s diversity and inclusion plan and commitment to racial equality, we wanted to create a film series that will engage and educate our audience on contemporary issues around race,” said Jamie Brooks, Brand Lead at Lynx.
“We’re proud to have teamed up with SocialFIXT and Complex UK to produce this work, alongside some of the UK’s most influential people. We hope that the series will help inform and help foster positive conversations around diversity, making it a point of celebration rather than divide.”
Episode one of The Race Card is available to view on YouTube now, with the second focusing on work debuting on 4 November and the final one about society available on 11 November. The videos will appear on both Lynx and Complex UK’s channels.
“Having difficult conversations around race is a hugely important and necessary step in the journey towards positive social change,” said Steve Slocomb, Editor-in-Chief at Complex UK.
“These conversations don’t happen anywhere near enough, so we at Complex UK are proud to have partnered with Lynx and SocialFIXT to bring this campaign to life. It features some amazing Black British talent opening up and sharing their stories and experiences with racial microaggressions in a way that is both truly insightful and inspiring.”
Alongside SocialFIXT’s support for the series, it will also become a long-term partner for driving diversity and inclusion within Lynx’s parent company, Unilever.