“I’m not racist but …” is the most used introduction to say something racist.

Particularly on social media, people use this cliché to post racist comments and prejudices.

Anti-racism organisation Hand In Hand decided to open the debate.

They wanted to make people stop using the phrase and activate them to speek up against racism - certainly when it comes packed as "I'm not racist but..."

We invited people via Facebook and Twitter to dislike the "I'm not racist, but..." speech from a woman.

If you disliked the woman’s racist speech, you made the movie a few milliseconds shorter.

So the more dislikes, the shorter the movie.

This way, the only words left were (after a few hours) “I’m not a racist.” Period.

People could then share this message on their social media and encourage others to fight racist statements as well.

Within 2 hours, #iamnotracistbut became a trending topic on twitter.

Within less than 24 hours, we gathered 35.000 dislikes to shorten the movie.

But most importantly, we started a lot of social media conversations about discrimination and racism.

In only 24 hours this resulted in:

more than 120.000 website visitors

coverage on every major Belgian news site

totalling 7.4 million media impressions

And Belgians were made aware of their own racist thoughts.