60 Hours to Fight Racism

Creatives from Around the World Gather in London to Battle Racism with Comedy

LONDON, June 19, 2017 /PRNewswire-iReach/ -- Back in November of 2016, twelve creatives gathered in London with one shared goal: to fight racism. The diverse group represented different nationalities, religions, ideas, genders, and perspectives on the world, and they came to combine their talents for good. Together they formed the For Change Club.

After arriving in London, the group locked themselves in a room for 60 hours, and emerged at the end of the weekend with a plan to make a mockery out of American white supremacists. Over the weekend they built PureDNA, a mobile application that claimed to be capable of testing a user's DNA by analyzing the tongue through the phone screen. "Our geneticists have identified specific genetic markers that are expressed through unique imprints on the tongue's lingual membrane," the app description read. "Using first-of-its-kind technology, PureDNA is the first smartphone app that tests the user's DNA through… wait for it… their tongue!"

The prank came when a user tried to use the app, under the assumption that it would confirm they were of "pure" white European descent. The user would firmly pressed their tongues to the phone screen, and as they were patiently allowing the "DNA analysis" to take place, the app quietly took a selfie of them licking their phones. The "results" screen presented their beautiful selfie, and reported "You are from Africa, like everyone else in the world -- you phone-licking idiot!"

The team created a seemingly credible history for PureDNA by building fake social media pages, LinkedIn profiles, and a website for the company and the (fictional) geneticist behind it all. After returning home from London, they continued to carry out their mission, and drove over 3,000 downloads of the application."

"It was a crazy experience, and an incredible display of the power of comedy," said Omri Marcus, the leader of the project and an original writer of the hit Israeli sketch comedy show, Eretz Nehederet. "Mockery of those with hateful attitudes is the most effective form of resistance. By reducing them to the butt of a joke, we are preventing their hatred from becoming normalized and tolerated."

This original meeting was sponsored by the Schusterman Family Foundation, and the For Change Club leaders hope to continue to hold such creative, international hackathons in the coming years.

For additional information and media inquiries, please contact Roni Rose at ronirose96@gmail.com

Media Contact: Roni Rose, For Change Club, 9802675658, Ronirose96@gmail.com

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SOURCE For Change Club



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