| Title | Discrimination Hurts |
| Agency | DETUSCH&LUBA |
| Campaign | Discrimination Hurts - The Danish Institute for Human Rights |
| Advertiser | The Danish Minister for Gender Equality |
| Brand | The Danish Institute for Human Rights |
| Posted | January 2008 |
| Product | Anti-discrimination |
| Business Sector | Institutional/Public Interest/Non-Profit Org. |
| Tagline | Stop discrimination |
| Story | A man enters a cantina and is being discriminated against. The man experiences the discrimination against him as a blow to the face. |
| Philosophy | 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. |
| Problem | 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. |
| Result | -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. |
| Media Type | Television |
| Length | |
| Market | Denmark |
| Director | Simon De Tusch-Lec |
| Art Director | Simon De Tusch-Lec |
| Music | Simon De Tusch-Lec |
| Director | Louis Paldrup |
| Art Director | Louis Paldrup |
| Director of Photography (DOP) | Adam Philp |
More Work
SEE ALLBe yourself. Always. Everywhere.
- BRAND:
- Equal treatment
- AGENCY:
- DETUSCH&LUBA