Concept. This poster and social media campaign called #RacismoNeon (Neon Racism) is designed to create conversation amongst workers in the advertising industry and have them discuss ways to remove colonial thinking, such as white superiority, from advertising messages.

Results. Four thousand posters were placed on the streets of Mexico in areas where ad agencies are located. On social media, images of posters are uploaded. Millions of people reached on streets of Mexico and through social media in the first two weeks.

A) coverage in Latin American advertising trade press: Latin Spots; Adlatina; Reforma newspaper , Roast Brief, Merca 2.0 and on many social media channels

B) coverage in 'general' market newspaper Spanish language `El Pais' in Spain, Mexico and USA. Followed by Aljazeera (AJplusEspanol) on their social media channels, reaching their many followers

C) #RacismoNeon pages were created on social media channels: Twitter, Instagram, Facebook generating an extensive conversation on why advertising needs to remove colonial thinking such as racism.

D) Two panels are held .1 )The largest creative organization in Mexico: Circulo Creativo (Creative Club) and 2) One of the most popular web destinations for workers in Creative Industries in Latin American Advertising ‘Roast Brief' both hold a 1 hr panel with top creatives/academics and discuss the 'issue' and search for solutions to remove colonial thinking from advertising. A commitment is made by the participants (Roast Brief and Circulo Creativo de Mexico) to continue the discussion and search for solutions.