Christmas are times of heighten sensitivity… but also of lack of time. How to pick up socially difficult and avoided subject and create a viral campaign about it?
Christmas are times of heighten sensitivity… but also of lack of time. How to pick up socially difficult and avoided subject and create a viral campaign about it?
Tolerance have boundries and reaching points. One can move them. One can establish them. But it’s just like trying to say that a human being’s body should have other temperature than 36.6. For other people tolerance isn’t enough. Respect is needed. If we erase stereotypes and prejudice then we all are the same. We have basic right for being treated with respect. 36.6 is right for all of us.
Multi-channel communication was created around the idea.
The campaign had its teaser and ambient in Poznań’s Old Town’s Market. The wide range was a result of viral video and attractive content in Social Media combined with PR activities.
The campaign has gone far beyond the borders of Poznań, bringing the city dozens of positive articles and materials in nationwide media.