The campaign to drive out racism in football is moving to TV for
the first time.
M&C Saatchi has produced a commercial which will carry the "Kick it out"
message beyond its usual media of poster sites near football grounds and
ads in match programmes to a wider audience.
It comes as the game continues to be dogged by allegations of
racism.
There are just two black managers among the 92 English league clubs and
Paul Ince, England's first black captain, claims racism in the game is
rising.
The campaign, due to run on satellite TV from Christmas Day, aims to
make viewers question their attitude to racial stereotyping.
The move marks an intensification of activity by the Kick it out
campaign since its foundation four years ago by the Professional
Footballers' Association and the Commission for Racial Equality.
The commercial is constructed around a poem called Dear White Fella,
which is narrated by its author, Benjamin Zephaniah, and looks at the
issue of colour from a black person's perspective.
The film follows the life-stages of a football-loving black person from
babyhood to the moment his ashes are scattered on the pitch of his
team.
The poem makes the point that black skin remains black whatever the
situation.
This contrasts with scenes showing a white person while the poem points
out that his skin changes colour when he is cold, sick or sunburned.
"And you have the cheek to call me coloured," the poet concludes as the
"Let's kick racism out of football" endline appears.
The commercial was written by Clive Yaxley, art directed by Jerry
Gallaher and directed by Chris Palmer through Gorgeous. Media is being
bought by Carat.
