The One Scotland ad campaign


Scotland launches an ad campaign that confronts homophobes and racists

“Dear homophobes,” the ad begins, “we have a phobia of your behaviour”

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By Iesha Thomas on

Today, Scotland is launching an ad campaign that confronts transphobia and racism.

The campaign is funded by Police Scotland and the Scottish Government under the One Scotland campaign, which aims to tackle hate crime.

The ads are in the form of a letter, signed on behalf of Scotland, and take aim at those who discriminate against disabled people, members of the LGBTQ+ community and ethnic minorities.

The chief superintendent, John McKenzie, said, “Police Scotland treats all hate related crimes and incidents as a priority. It is recognised that hate related crimes and incidents pose a significant threat to victims, their friends, families and wider communities and the potential impact of such crimes cannot be underestimated.”

Last year, there were over 5,300 hate crimes reported to the Procurator Fiscal in Scotland, with many more going unreported. The One Scotland campaign has earned praise from Stonewall Scotland, calling it “great leadership” from the Scottish Government.

Twitter users are already praising the government for this positive campaign:

On the One Scotland website it states that there's no place for hate crime in Scotland, and it's everyone's responsibility to challenge it.

Humza Yousaf, the justice minister, said, “As somebody who has faced Islamaphobic and racial abuse over the years, I know how upsetting being a victim of hate can be. Hate crime and prejudice are completely unacceptable and we are absolutely committed to tackling it.”

The campaign will run across radio, social media, outdoor, press and digital advertising.


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The One Scotland ad campaign
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