IQ Roma, 2014
The “Why judge prematurely?” campaign drew attention to black and white perceptions of the Roma ethnic group. Because of deeply rooted prejudices, even hardworking Roma find it difficult to get a job. We created the concept based on the tension between expectations and reality. The campaign has dramatically increased traffic to the Mypracujeme.cz (“We Work”) website. Over half a million Facebook, Stream.cz and YouTube users viewed the online videos. The “Mypracujeme” Facebook profile was liked by over 2,000 users, and we achieved 85 unpaid PR outputs.