Methodology
The analysis was conducted between November 2023 and February 2024 and included a comprehensive
analysis and examination of key webpages:
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Home
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About Us
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Our Work
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Mission
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Purpose
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History
This also included looking at relevant sub-pages. Our approach involved using a framework of questions
(see appendix) to guide our assessment.
We looked at each organisation’s three most popular social media channels and limited the timeframe to
a three-month period from October to December 2023. By focusing on the same three-month period
across social media platforms, we got a more comparable perspective of the storytelling strategies of
each organisation. This timeframe also encompassed various awareness days, weeks, months, and
holidays relevant to specific Global Majority communities, as well as dominant culture dates.
Key dates in October include:
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Black History Month
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Halloween
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Lesser-known dates such as National Hate Crime Awareness Week
Key dates in November include:Islamophobia awareness week
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Guru Nanak Jayanti
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Diwali
Key dates in December include:
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Hanukkah
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Christmas
These dates by no means represent an exhaustive list, though they are particularly relevant to many UK
charities. Some dates may be more relevant than others, and there may be others that we have not
listed that are more relevant to specific organisations.
We conducted an exact Google search query of each organisation's name followed by the words ‘anti-
racist’ to gauge the sector impact of their anti-racist efforts. Our multi-channel approach helped us to
identify specific areas of focus, and compare these across sectors.