Pissed-off Toff

The racist creed of ‘diversity’: a case study

in Big Issues

A series of advertisements on a billboard in the north of England prompts Pissed-off Toff to reflect on the true nature of the creed of ‘diversity’

During an afternoon walk in Sunderland, I paused to observe the advertisements rotating on a digital billboard outside the museum, and as one black or half-black face succeeded another in this overwhelmingly white northern city, I took out my pocket camera and photographed every image as it appeared. 

Towards the end of this process, two young girls aged about eleven paused and stood there observing me. “Can you take a photo of us, too?” said one of them, when I had finished. Aware that an unmarried middle-aged man like myself nowadays risks being locked up if he so much looks in the direction of a child, I glanced to left and right apprehensively. “Go on! Please!!” urged the girl. So I took the foto, and they walked off, perhaps contemplating imminent fame on social media. Here they are; and like almost everyone on the streets here, they are white.

A little later I went to Tesco, where at the automated checkout I was invited to round up the cost of my purchase from £2.30 to £3.00 and to thus give 70 pence to charity. The image on the screen beside this invitation contained a good-looking Asian man with smartly cut grey hair hugging a handsome Asian woman. Whereas again, almost every single person in the shop was white.

Returning home, I decided to carry out a simple statistical analysis of the ethnic backgrounds of all the people who featured in the images on that billboard. How many different images, in all, appeared in rotating sequence on the billboard? How many people, as a total, featured in those images? And of those people, how many were black or half-black, how many were non-black ethnic minority, and how many were white?

To a degree more marked even than what I was expecting, the results demonstrated that in their determination to ram the doctrine of ‘diversity’ down our throats, the advertising media do not just tweak the reality of modern Britain to suit their message; they distort and misrepresent it beyond all recognition.

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Let us now look at the images on that billboard. There were ten in all, half of them Covid ads placed jointly by HM Government and the NHS. Let us start with those. The first of them features four young footballers, thus: a young white man; then a young ethnic minority man and a young black man with rasta hair, their hands on the shoulders of a young white man kneeling on the ground and holding a ball. In the second NHS Covid ad, three young men are watching TV and shouting excitedly (at a football match, one presumes). Two of them are young black men placed prominently in the foreground; the other is a white man, less prominent in the background. Here are these first two images of ten:

In the third image of ten (again an NHS Covid ad), we see three young people: a white girl, a young black (or half-black?) man, and a young black (or half-black?) woman. In the fourth image, a black man wearing a mask is looking benignly at an elderly white man not wearing a mask. Note that the black man occupies a prominent position in the centre of the image, whereas the white man is on the perifery. See these two ads below:

Remarkably, the last NHS Covid ad (see below) shows two white women, presumably mother and daughter. Moving on from the NHS, we have an advertisement for Rimmel beauty products. Of all the ads on the billboard, this one appeared the most frequently. It features an attractive half-black girl and an attractive black girl.

Then we have two adverts placed by the Driver & Vehicle Licensing Agency (DVLA). One features a black woman, whilst the other features a dark-skinned man with a thick beard: a nod, presumably, in the direction of the peace-loving Muslim ‘community’. See below:

The ninth image, on an advert for Halifax, the savings company, shows a black woman hugging her cute little daughter; and finally, on an advert placed by a homelessness charity called Street Link, we have a small faceless cartoon image of a white-ish-looking man. See below for those two:

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So those are the ten images featured on the billboard. Note, as an aside before we analyse the ethnic mix of the people shown in them, the overwhelming presence of public sector ads, most of them placed jointly by HM Government and the NHS: a reflection of the enormous expansion of the power and influence of the State as a result of our chosen response to the Covid virus.

As for the ethnic breakdown, the total number of people shown in ten separate images is twenty-one. Of these, eleven are black or half black; eight are white; and two are non-black ethnic minority. In other words, more than half the people featured in these advertisements are black or half-black; fewer than half are white; and one-tenth are non-black ethnic minority. But the numbers tell only part of the story, because not only are the blacks more numerous than the whites, but when they are shown in the same image, the blacks are often more prominently placed than the whites. 

In any case, anyone looking at this billboard would conclude that black and half-black people formed the majority of the population in Britain, and that white people were in the minority. Whereas black people in fact form about 4% of the population; and perhaps (I’m guessing) 5% if you throw in half-black folk. If the real ethnic mix of Britain were accurately reflected in the ads on this particular billboard, only one person of the 21 featured on it would be black or half-black. As it is, eleven are. In this instance, therefore, black and half-black people are over-represented by a factor of roughly ten.

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Nor is such massive over-representation an anomaly peculiar to this one billboard in Sunderland, because when, during a typical evening’s viewing of the television, I recently listed the adverts I saw, with their endless succession of black men happily married to white women (or vice versa), together with their happy mixed-race families … when I took notes about the commercial breaks during one evening’s viewing, I came up with the same approximate result; namely, that black and half-black people were over-represented by a factor of about ten; and that non-black ethnic minorities were also heavily over-represented. 

The situation is broadly similar in print-based advertising too, though perhaps more difficult to measure. Relentlessly, therefore, the advertising industry – acting on instructions from clients – presents us with an entirely false image of the society we live in, often consisting of wildly improbable scenarios. It is not only false and contrived, but patronising and insulting. Because the implied message of all these ads is that we, the mainly white viewers, are all ‘racist’ and must be bombarded with images of lovely ethnic-minority people until we jolly well learn to embrace ‘diversity’. Whereas in fact Britain is among the least racist and most diverse societies in the world.

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That racial minorities of all hues are vastly over-represented in adverts of all types cannot be denied. But what are the consequences?

One of them, certainly, is that when advertisers are falling over themselves to promote ‘diversity’ by presenting us with an ‘appropriate’ balance of ethnicities at all times, then the ads themselves become depressingly homogenous. So there’s nothing less ‘diverse’ than ‘diversity’. Not only that, but the endless drip-drip of propaganda is utterly infuriating … and therefore counter-productive: one either ignores the adverts, or begins to dislike the corporations that are forcing them on us. Show me another NHS advert, and I’ll scream.

Does this matter? Perhaps not. But with their non-stop repetition of the ‘diversity’ mantra, these ads also promote the more dangerous phenomenon of active discrimination, in the workplace and in other forums, in favour of ethnic minorities, together with a corresponding discrimination against the white majority. If that isn’t a ‘racist’ outcome, what then is? Indeed, concerned solely with the racial category to which people belong, rather than with their value as human beings, the creed of ‘diversity’ is not ‘anti-racist’. It is profoundly racist.

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