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Description / Synopsis
A man enters a cantina and is being discriminated against.
The man experiences the discrimination against him as a blow to the face.
Context
The key objectives for the campaign are to prevent people from being discriminated against in any way due to their racial or ethnic origin, religion or belief, disability, age or sexual orientation.
Philosophy/Solution
To employ "violence" as a metaphor in order to visualize how discrimination feels. In addition, the visualization of physical violence helps to communicate that we all should act against discrimination as we already know we are supposed to act against violence.
Results
-Broadcasted on Danish national television for six weeks
-1.9 million Danish viewers (total population: 5.4 million)
-Featured on over 45 different thematically relevant websites.
-Published on a DVD distributed to 1.000 public schools throughout Denmark.
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