There is no doubt that there is a rise in discriminatory behavior and policies in the aviation industry that especially target Arabs and Muslims, affecting their travel experience. This is detrimental for Royal Jordanian, an airline operating in and originating from Jordan (e.g. travel ban). RJ therefore aimed to address this issue and promote its values of inclusivity and equality.

The film takes place in an aircraft cabin. It starts with the narrator speaking in first person about the fear of flying. The film shifts through different passengers’ expressions of concern, discomfort and suspicion. The film concludes by showing that the fearful eyes are focused on a Middle Eastern-looking man, evidently the narrator, who explains that his fellow passengers’ fear of him, and the possible consequences, is his fear of flying.

We released the video online – on Facebook, twitter, and YouTube – as well as on TV. We focused on online reach to stir up the conversation on race and stereotypes.