Racism is the conviction in the dominance of one race or cast over another, which mostly leads to prejudice and discrimination towards people depending on their ethnicity or race (Kendi, 2017). The philosophy underlying the practices of racist mostly comprises the notion that humans can be divided into different groups that are diverse because of their communal behavior and their distinctive abilities along with the idea that they could be positioned as superior or inferior (Trepagnier, 2017). It is very important to eliminate racism from the society because it could get ugly. Eliminating racism can prevent the racism victim from attaining her or his complete potential as a human being (Australian Government, 2013). This paper is being designed to highlight the racism in the Australian society and ways to eliminate it. An event will be designed that will focus towards increasing awareness among people about racism in Australia. It will be comprised of different activities and games that will be planned to generate awareness and encourage people to start raising their voice against every unjustified activity they are dealing with. The paper will present the description of how this idea raised and from where.
Today, we are living in what economists have labeled “the experience economy.” It is a time when an individual is eager to spend money on different experiences as compared to physical things. However, people are visiting events in crowds; there are various events to select. This results in increasing the level of competition. Making exclusive and worthy experiences of the event is the excellent way to distinguish the event. In order to do so, it is essential to spur the imagination with the innovative ideas of the event to create new mobs and make the audience come back.
Innovation and creativity are increasingly becoming very important because clients demand from the activators to arrange an event that is different from the rivals and deliver lasting memories for the customers. The experience is not the only thing that drives an event but it is comprised of innovative ideas with existing results that can actually surprise the delight.
Janes H Gilmore and B. Joseph Pine II explained the theory of experience economy as the subsequent economy following the industrial economy, recent service economy, and agrarian economy. Initially, the term “Experience Economy” was utilized in an article in 1998. Gilmore and Pine discussed that business should arrange unforgettable events for their consumers, and that remembrance itself convert into a product: the “experience.” Advanced experience businesses could start charging for the “transformation” value that is offered by an experience (Pine and Gilmore, 2018).
The idea is to arrange an event that will be focused towards increasing awareness among people regarding racism in Australia and ways to stop treating people differently. The purpose of the experience economy theory is to offer an unforgettable experience to the customers that could be worth like a product. This event will make people known about the negative impact of racism on the people who face it. Besides this, it will explain that people who follow this or encourage racism do not get anything in return. The event is following the concept of experience economy theory because it wants to make people aware and educate.
The event will be arranged for two days during weekends in Australia. The scope of the event is to eliminate the racism among people and provide equal rights to the Aboriginal and Torres Strait Islander and Migrants and refugees of Australia.
One in five Australians has experienced discrimination in the last 12 months as per the largest survey directed In Australia on prejudice and racism ordered by SBS along with the Western Sydney University (Acharya, 2017). These results in the feeling of anger, left out, depression, and sadness among people, moreover, it makes people rigid, introvert, and creating the boundaries around themselves (Australian Human Rights Commission, 2018). These consequences many times results in suicide, which is one of the unpardonable offenses. Hence, the purpose of the idea is to reduce the number of deaths and suicides due to racism and generate love among people of different color, health conditions, etc.
The event will be comprised of different activities that will help in generating awareness among people such as Games for kids that will highlight the evil of the game as racism who is affecting our society negatively and we need to destroy him. Besides this, different type of plays will be presented that will help people in understanding the negative sides of racism that how it is affecting the feelings as well as the integrity of the human. Different types of booklets and pamphlets will be distributed that will explain how to eliminate the feeling of racism and generate the feeling of togetherness and love.
People in Australia are experiencing racism regularly and there is no event organized yet that could explain the side effects of it. Moreover, many people are also unaware of the rules and regulations framed against racism. Hence, this event will have a huge influence on the people who are experiencing racism and on the supporters of racism. It will provide an unforgettable experience for the people of Australia experiencing Racism.
One of the administrations i.e. the Biannual Australian Reconciliation Barometer regularly notices the attitudes and perception of people towards racism. It measures approaches towards race and opinions of a settlement with Aboriginal and Torres Strait Islander groups (Wood, 2017). It has been found that around half of Aboriginal Australians have been involved in at least one type of racial prejudice, which is more than the percent of racism in 2014 (Wood, 2017). This reflects that it is very important to eliminate racism from the society of Australia to give equal rights to all the people present there. Moreover, eliminating or stopping racism is the responsibility of everyone and with this thought; the event for increasing awareness regarding racism has been introduced. This event will bring change in the opinion as well as the actions of people who support racism.
The event regarding increasing the awareness of racism will fit with the landscape of tourism because it will be comprised of various learning activities that will provide a lifetime experience to the visitors as well as will help in stopping racism in other countries. Since, Australia is one of the beautiful tourist locations in the world, which attract people from different countries. As this type of event has never been introduced, anywhere will attract people to have a new experience. Moreover, racism is not just in Australia but other parts of the globe are also dealing with same issues, therefore, this event will encourage tourist to raise their voice against racism in their own country (Telesur, 2015).
One of the strategic objectives of Australia is to maintain the respect among people for every cast, race, age, and color (Australian Government, 2018). Besides this, it gives importance to educate people about their rights and promotion (Australian Human Rights Commission, 2018). Considering the objectives of the country this event has been planned which will make people aware of their rights and eliminate the unwanted activities present in the society. According to the survey conducted by Biannual Australian Reconciliation Barometer, it has been identified that general community and Indigenous people both think that Australia is a prejudiced place to live (Wood, 2017). This event will add value to the development of Australia by maintaining the integrity of the citizens and changing their opinion.
Social outcomes of increasing awareness among people about racism are an enhancement in the integrity of aboriginal Indigenous people and general people, and educating people about their rights in the society (McGlade, 2017). Besides this, the event will provide economic benefits because it will attract many tourists to experience the unique concept of the event.
This event will majorly target aboriginal indigenous people and general people that are involved in different type of racism with the help of different activities and games. These games and activities will be entertaining as well as learning regarding the social activities that are adversely affecting the emotions and confidence of people. The games will target children who are at their initial stage of learning; so that they could be nourished with, good values and beliefs. The event will educate people about their rights with the help of different activities and games at the minimum ticket fee, which will provide the biggest motivation to attend this event. The philosophy behind arranging event is to entertain people by in building good values, which will definitely encourage the event goers to experience this unique concept.
Competitive advantages are the situations that consent a country or company to create a service or good of equal value at a reasonable price or in a desirable fashion. These situations permit the creative entity to make more sales or greater margins as compared to the competitors present in the market (McGrath, 2013). The competitive advantage of the event is to present the social issues in the form of an event that will entertain as well as educate people.
Unique selling point or unique selling proposition is a feature that distinguishes a service or product from its rivals in the market, like highest quality, lowest cost, or the first-ever service of its kind (Hindle, 2012). The USP of the event is to offer entertainment along with learning of the social issues.
The idea of the event of stopping racism in Australia is a creative idea because this type of event has never been introduced in the market that provides entertainment and learning together by changing the perception of people. Besides this, the thought of introducing this type of event is original because in most of the part of the world people are experiencing racism, which has now become a global issue (Shah, 2010).
Event management is one of the common terms used worldwide for the coordination and planning of activity. It is performed on the large-scale like conferences, weddings, festivals, concerts, ceremonies, or formal parties (Bowdin, Allen and Harris, 2012). There is a different type of events that are arranged in Australia such as Performance and social anxiety event, Social ceramic painting classes, spring rose social picnic, funding for social enterprises, Sydney Type 1 Diabetes Social meet up (Event Brite, 2018). All these events are arranged in Sydney with only one motive to gather people for entertainment or social funding. On the other side event to increase awareness among people about racism has been introduced with the motive to entertain people along with in building good values. This event will emotionally connect with the people to explain the negative aspects of racism with the help of different entertaining elements.
Strengths
Weaknesses
The event will be arranged within the boundaries of Australia, which will not cover and educate people from different countries. Therefore, it is important to arrange and organize this type of event in the different country that is experiencing racism.
One of the challenges that event organizers will face is to get the permission and license from the Australian government to raise these types of social issues that are negatively affecting the society because the event will highlight the negative aspects of the Australian Society, which will reflect the adverse image of Australia among tourist and business organizations.
The process of the Creative idea is a sequence of phases that are repeated to create something new. The trick of the process is to present different steps that are flexible and fluid enough to permit the space to plan effectively (Michanek and Breiler, 2013). Some of the different stages of the creative idea process are:
At this stage, the problem is identified for which the idea will provide the solution in the society or market (Sawyer, 2013). The event is planned by analyzing different books, websites, and journals regarding the social issues in Australia. From the analysis, it was identified that Australia is majorly dealing with the issue of racism in Society, which is eating the values and integrity of people. This issue has severely affected people from the abnormal indigenous community.
Incubation is the second stage of the creative idea process, which talks about the solution to the issues that were identified in the first stage (Sturges, 2014). The management team of the event was researching to identify different solutions for the issues of racism in society. From the analysis it was identified that there have been different meetings, conferences, and debates arranged in Australia against racism but, there be no event organized that could focus on eliminating racism by entertaining and education people. Hence, the idea of organizing the event for eliminating racism from the society came into the mind of the management team.
In this stage of the procedure, proper evaluation of the idea was done to know whether the idea will be successful or not in the Australian society. The responsible team of the event identified different factors that could raise hurdles in front of the success of the event and in the end; they came up with the result that this event will bring change in the society. Moreover, it will entertain people and will educate them about the rules and regulations that must be followed in the society for the survival and happiness.
In this stage, different activities and actions are designed in the hard copy that will attract people to attend the event. This stage is comprised of a lot of hard work because it illustrates the main concept of the idea and ways to get the attention of audience (Marketing Directions, 2018). The management team of stop racism event has planned different activities and games that will increase the awareness of people and entertain them. This step was very crucial for the team to decide and design different games and plays that could talk about the negative effects of racism in the society.
|
Days |
Activities |
|
First Day |
On the first day of the event, adults and old people will be invited to attend the event. This is because the event has planned a different type of activities for grown-ups and kids. |
|
Second Day |
On the second day, kids of the age group of 4-17 years will be entertained to teach good values and importance of integrity. |
Conclusion
From the above analysis, it could be said that today racism has become one of the crucial topics to be discussed in the society to bring back all the values and morals among people. Australia is one of the places that are majorly dealing with these types of issues and affecting the innocence as well as feelings of people. Particularly, an aboriginal indigenous community of Australia is experiencing this issue. Above paper has presented a new and creative idea of an event that will focus towards eliminating the racism from the society. The event will talk about the negative effects of these types of social issues on the society and the image of the nation. Moreover, it will take the support of different activities and games to entertain and teach people about this global social issue.
References
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Australian Government (2018) Strategic objectives [online]. Available from https://dfat.gov.au/people-to-people/foundations-councils-institutes/caar/strategic-objectives/Pages/default.aspx [accessed 13 September 2018]
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Bowdin, G., Allen, J., and Harris, R. (2012) Events Management 3rd ed. U.S: Routledge.
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Hindle, T. (2012) The Economist Guide to Management Ideas and Gurus 2nd ed. U.K: Profile Books.
Kendi, I. (2017) Stamped from the Beginning: The Definitive History of Racist Ideas in America 2nd ed. U.S: Random House.
Marketing Directions (2018) 5 Steps to Having a Great Idea [online]. Available from https://marketingdirectionsinc.com/5-steps-to-having-a-great-idea/ [accessed 13 September 2018]
McGlade, H. (2017) Australia is still fighting racism and it’s time we faced up to it [online]. Available from https://www.abc.net.au/news/2017-11-27/australias-race-relations-will-be-examined-by-un-in-geneva/9198272 [accessed 13 September 2018]
McGrath, R.G. (2013) The End of Competitive Advantage: How to Keep Your Strategy Moving as Fast as Your Business 1st ed. U.S: Harvard Business Press.
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