Prijateľní.sk (hireables/acceptables)

Campaign idea

We have received terrible statistics on discrimination against Roma within the labour market. With Divé Maky, an organisation that helps Roma, we wanted to draw attention to this situation. We created a promo video for an absurd solution to this absurd problem - a non-existent service on the website, prijatelni.sk, that was meant to whitewash Roma's CVs. Thanks to this controversial fictitious service, information about employer bias spread like wildfire. The topics caught the attention of the media, politicians and the President of the Slovak Republic. Many companies added themselves to the list of responsible employers on www.prijatelni.sk.

Brand name: Divé maky
Advertiser / client: Divé maky
Product / service: campaign against discrimination against Roma
Campaign name: Prijateľní.sk
Agency network: INDEPENDENT AGENCY
Agency: Respect APP, Bratislava
Additional company: SKPR STRATEGIES
Web address: https://prijatelni.sk/
Creative director: Róbert Slovák, Yolka Udičová, Ondrej Štefánik
Art director: Viktor Kamenický, Róbert Vizváry
Copywriter: Lenka Slovák Bónová
Account director (agency): Ema Rajčanová
Strategic planner / strategist: Katarína Adamkovič
Director of photography: Viktor Kamenický