A more perfect union?

We started doing work for AMPU a little over a year ago http://www.rethinkbias.org/. The organization is dedicated to ending bias and creating more tolerance through education. Since 9/11, there has obviously been a considerable amount of profiling aimed and Islam and the Muslim culture in general, We used the old miss-direct in the campaign. We discovered that when the average person saw Arabic type, they felt threatened. The words and phrases we show are actually everyday Western vernacular. The response to the posters has been predictably polarizing. Many Richmonders thought the city was under attack, mistaking the type for subversive messages. Others found them powerful and right on. FOX News even got into the act, featuring the campaign on Hannity and Comes. We will continue to do more for AMPU this year. The hope is to do more print and banners, possibly some TV. It's the kind of work we love to do - work that makes a difference and enters the conversation. The campaign was created at The Martin Agency. Art Director: Mark Brye. Writer: Cedric Giese. Creative Director: Joe Alexander.