"Curry & Lager" Ads to help unite Communities
(22nd April 2002)

Two new radio adverts launched today will use the power of radio to promote a very different understanding of race relations in the riot-hit towns of the North of England. Commissioned by the CRE, the first advert features four men of different nationality in a sinking ship in shark infested waters; the second expounds the curry and lager theme in recognition of the fact that the food, drink and everyday things we like come from places other than the UK."

Produced by top advertising agency 'Euro RSCG Wnek Gosper' the ads will first be heard on radio stations in the north of England before being played in other parts of the country.

The first radio ad titled 'Same Boat' is set in a northern working men's club and features a stand up comedian telling a joke about an Asian guy, a black guy, a Chinese guy and a white guy who are all in a lifeboat in a shark infested area. As the boat begins to sink they simply cannot agree to work together in order to save themselves from drowning. The message is very simple - whatever our differences we are all in the 'same boat' and need to work together to survive.

The second, titled 'Everyday', is the story of a man who gets out of his Swedish bed, has a full English breakfast, spends the morning sorting out an order to China, arranges to meet his Australian girlfriend using a Japanese mobile, watches a football match in an Irish pub with some Scottish mates, and finishes the day with an Indian curry and a couple of German lagers. The only downer in his day turns out to be the 'Great British weather'. The message - modern Britain is a mixture of different races and cultural influences. It is something that we take for granted, but it is worth celebrating too.

CRE Chairman Gurbux Singh said, "These two advertisements use humour but carry a serious message as well. Too often we take the benefits of living in a diverse society for granted, and we simply don't recognise that the food, technology, music and sport we all love originates from different countries and communities around the world".

The radio ads also received an enthusiastic welcome from Greater Manchester Police. Chief Superintendent Tony Porter, Head of the Community Affairs Branch today added, "Greater Manchester Police supports the energy and drive of all our partnership organisations in tackling racism in all its guises. Post the Oldham and Bradford disturbances last year and the subsequent publication of the Ritchie and Cantle reports, GMP recognises social cohesion is at the top of all our agendas. The CRE approach is innovative and receives our full support".

Since last summer's disturbances the CRE has been working with local authorities, police forces and community leaders in the northern towns to find local solutions to the problems faced by both white and Asian communities in the area. Gurbux Singh has been part of a central Government taskforce charged with developing policy solutions to key issues of poverty and deprivation, poor education, segregation in housing and education, high youth unemployment and disenfranchisement. The CRE also made a contribution to the reports into the northern towns published last December.

The first radio ads will be played on Key 103 Manchester on Monday 22nd April 2002. Each advertisement is about a minute in duration and can also be downloaded from the CRE's website .

Click here to visit the CRE website.

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