Reverse psychology doesn't seem like the most obvious tool against racism, but here we are.

Thor: Ragnarokdirector Taika Waititi has become the face of an anti-racism campaign organised by New Zealand's Human Rights Commission. It comes shortly after being awarded New Zealander of the Year for 2017.

In a video, Waititi has a small favour to ask everyone, and that's to give what they can to a "very important cause," which is racism.

"Racism needs your help to survive," he said. "You may not be in a position to give much to racism, but whatever you feel comfortable giving will make a huge difference.

"You don't have to be a full on racist, just being a tiny bit racist is enough."

It makes sense that the campaign is named "Give Nothing To Racism," and is aimed squarely at the people who don't speak up when witnessing racism, or partake in it.

"A smile, a cheeky giggle, even a simple nod in agreement. It all adds up, and it gives others the message that it's okay," Waititi explains.

According to the campaign's website, the aim is to "stop casual racism from growing into something more extreme." It also features short videos from Sam Neill, Lucy Lawless, and a whole suite of New Zealand celebrities.