Newry Mourne and Down District Council has launched a new media campaign to celebrate the region’s cultural diversity and encourage greater community cohesion.
The thought-provoking campaign is part of a specially-designed programme to combat racism, dispel lingering myths and address misconceptions held about ethnic groups, aiming to bring all communities together.
Launched yesterday (Tuesday 25th September 2018), the ‘Beyond Tolerance’ media campaign will be rolled out between now and December on radio, billboards, the local and regional media and across social media within the Newry Mourne and Down District Council area.
It is part of a broader range of activities planned by the Council under the European Union’s PEACE IV Programme.
The PEACE IV Programme, which is managed by the Special EU Programmes Body (SEUPB), is a unique cross-border initiative designed to support peace and reconciliation in Northern Ireland and the Border Region of Ireland.
Newry, Mourne and Down District Council Chair, Mark Murnin, said: “Many people have made this district their home and continue to make an invaluable contribution to our community and by sharing their talents, skills and culture they are enriching all our communities.
“I’m delighted that this campaign, which celebrates our diverse culture, will also act as a powerful tool to challenge people’s perceptions and to showcase the vibrancy of our communities which makes this a compelling place to live, socialise, work, visit and invest.”
The new ‘Beyond Tolerance’ media campaign was launched at Newcastle Community Cinema by the Council, which is the lead partner responsible for the PEACE IV Local Authority Action Plan – Beyond Tolerance – which works to promote peace and reconciliation by building positive relations.
Paul Boylan, SEUPB Programme Manager, said: “This campaign will help to meet some of the core objectives of the EU’s PEACE IV Programme by encouraging members of all communities represented in the region to understand and appreciate each other.
“It will help to break down barriers and bring an end to a cycle of distrust and misinformation. I hope that this important campaign will inspire all communities about the value of challenging stereotypes and tackling racism, race-based discrimination and bigotry head on.”
The Programme pays particular attention to minority groups and groups who traditionally have been marginalised in society so that opportunities created allow for a greater degree of participation and integration.
This campaign aligns with the council’s Good Relations Programme which encourages and supports activity that promotes positive relations between people from different backgrounds to help improve quality of life.
