IAAI

‘I am an Immigrant’: a campaign to make the invisible visible

A campaign developed for JCWI and MAX, in collaboration with Show Racism the Red Card, aimed at challenging the public perception of immigration in the UK. Through posters, a short film and contextual interventions in everyday spaces, the campaign invited audiences to reconsider what it means to be "British".

Advertising ⊛ Creativity ⊛ TV ⊛ Press ⊛ Art Direction ⊛ Video Production

POSTERS

Putting faces to the phrase

At the heart of the campaign was a series of posters featuring recognisable faces — both real and fictional — declaring simply: ‘I am an immigrant’. Each portrait was accompanied by a short statement revealing the person’s background or heritage, framed within the context of life in the UK. The message was clear: immigration is not an abstract concept, it’s personal, visible and present in every aspect of society.

PUBLIC ACTIVATIONS

Redefining what’s “British”

Targeted activations were rolled out in familiar settings such as pubs and local shops, with unexpected messaging suggesting that even the most “British” staples — from food to drink — originated elsewhere. Phrases like “This pint immigrated too” or “Your curry’s been here longer than you have” encouraged reflection through a touch of humour, grounding the message in everyday life.

VIDEO

Reframing football

The campaign’s video explored football as one of the UK’s most celebrated cultural arenas — and one of the most visibly diverse.
Using real statistics and visual storytelling, the film highlighted how many of the heroes idolised on the pitch come from immigrant backgrounds, often similar to those facing marginalisation in daily life. It posed a provocative question: why is celebration so easily replaced by rejection, depending on context?

A campaign that used direct language and familiar formats to spark reflection, shift perspectives and challenge assumptions about identity and belonging in the UK.

Generated significant visibility both online and in public spaces.
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Sparked conversation across multiple sectors, including sport and media.
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Recognised by organisations working in anti-racism, education and community advocacy.

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