Concept
| Title | Must Try Harder |
| Campaign | My Body, My Rights |
| Advertiser | Amnesty International |
| Brand | Amnesty International |
| Date of First Broadcast/Publication | 2015 / 4 |
| Business Sector | Human Rights |
| Tagline | Roma Discrimination |
| Story | A short campaign film about discrimination against Roma school children in the Czech Republic. Children of all ages are asked to write on a classroom blackboard in chalk spelling the word - discrimination. All of the children spell the word - Roma. The last child, a Roma girl, spells the word discrimination as - me. In countries across Europe - Greece, the Czech Republic, France, and Slovakia, to name but a few - Roma are too often treated as second-class citizens. Enduring systematic social exclusion, extremely poor living conditions, racially motivated attacks and forced evictions, Romani children rarely have a fighting chance of progressing in life. They are trapped in a vicious cycle of poverty and marginalisation. Discrimination against Romani children in education is multifaceted. Romani children are either disproportionately placed in schools designed for pupils with “mild mental disabilities” or relegated to Roma-only classes and schools. Those attending mixed mainstream schools often face unbearable bullying and harassment. For many Roma families, things become so desperate that their children miss school altogether, seriously hindering their future opportunities. |
| Philosophy | To ensure that Roma children are given an adequate education in schools in the Czech Republic. Currently they are either in segregated schools or classrooms or are sent to schools for children with mental disabilities. This is in direct support of the MDG, to achieve universal primary education. |
| Problem | Amnesty wanted to highlight the issue of discrimination against Roma children in the Czech Republic, targetting an audience in parts of Europe where discrimination of Roma is almost acceptable. This makes it hard to get people to care so the message needed to be clear, simple and hard hitting. |
| Result | The video was used to support the launch of Amnesty International's report on the issue, launched to media fanfare by Amnesty's Secretary General in the Czech Republic itself. This video was used on facebook, youtube, and other social media platforms in addition to national news covering the issue. |
| Media Type | Web Film |
| Length | |
| Soundtrack | Niraj Chag |
| More Information | https://www.amnesty.org/en/articles/news/2015/04/czech-republic-systematic-discrimination-against-romani-children-in-schools/ |
| Producer | Bobby Appleby |
| Concept | Shiromi Pinto |
| Graphic Designer | Ezra Betton |
| Creative Director | Matt Haigh |
| Animation | Wonky Animation Studio |
| Producer | Selina Nelte |
| Cameraman | Andrew Prior |
| Executive Producer | Paul Woolwich |