About Us

Celebrate Identity Challenge Intolerance was formed in September 2009 and is based in Sunderland, Tyne and Wear, England. The work we undertake has us working across industry and commerce.

Aside from the training with its emphasis on tackling prejudice and it's manifestations, Celebrate Identity Challenge Intolerance are committed to impressing upon participants the right to celebrate aspects of identity. We believe this to be a fundamental cornerstone of Equality and that is contributory to why it is reflected in our name.

Celebrate Identity Challenge Intolerance was founded by Kieron Brady, the former Sunderland and Republic of Ireland footballer. Although born in Coatbridge, just outside Glasgow in Scotland, Kieron chose to play for the Republic of Ireland as a result of his close family ties with Ireland and his strong Irish identity. An early awareness of racism has driven his vehement opposition to intolerance in all of its guises.

From 2003 to 2008 he worked with the Show Racism the Red Card organisation. In a five year period he helped devise and deliver hundreds of anti-racist and Equality workshops across the North East of England. Additionally he has delivered teacher training on these issues.

This work led to numerous speaking engagements; to audiences at football clubs, city chambers, town halls and theatres. He regularly engages with the media in relation to issues of racism and equality; giving interviews for newspapers and radio stations in England, Scotland, Wales, Ireland, mainland Europe, and online.

It also saw him complete courses in Equality and Diversity, Prejudice and Discrimination, and Rights and Responsibilities at Sunderland University. His work has seen him taking part in training days around Islam and included visiting the King Fahd Mosque and Islamic Centre of Edinburgh. He has also been a guide on the Anne Frank Exhibition when it toured schools throughout Britain and has been invited by the Holocaust Education Trust to visit the concentration and extermination camp at Auschwitz in Poland.

As a result of his, and our, expertise Celebrate Identity Challenge Intolerance frequently gives written opinions, legal advice and expert testimony in criminal court cases around the issues of religious intolerance, racism and Equality.

The efforts of Kieron Brady as an anti-racism and Equality educationalist led him to being recognised in a ceremony at 10 Downing Street hosted by PM Gordon Brown in May 2008.

This event celebrated the work of key individuals working to tackle racism in the UK.

"I am a Hindu, I am also a Muslim, a Christian, a Buddhist, and a Jew." -

Mahatma Gandhi