Signs of inclusion
Creative idea
To address the financial gap in Slovenian Sign Language (SSL) Mastercard introduced ‘Signs of Inclusion’. The crowdfunding platform prispevajkretnjo.si created an inclusive national movement by inviting the public to contribute for a sign. The idea democratized sign creation by letting the public fund and co-create signs, starting with Mastercard presenting the first Financial SSL dictionary. A national campaign was launched via OOH, digital, PR, influencers, events, and partnerships. It spanned multiple channels making language growth visible and ensuring a unified message of inclusion. The deaf community was empowered through vocabulary enrichment and a financial education program developed by Mastercard.
Brand name: Mastercard Europe
Advertiser / client: Mastercard Slovenia
Product / service: An initiative dedicated to enrich Slovenian Sign Language through online crowdsourcing platform prispevajkretnjo.si.
Campaign name: Signs of inclusion
Agency network: INDEPENDENT AGENCY
Agency: POVEM, Ljubljana
Media agency: Media Publikum
Digital agency: Media Publikum d.o.o.
Additional company: Association of Deaf and Hard of Hearing Societies of Slovenia, CNJ d.o.o., DEADLINE d.o.o., Mediana d.o.o., Media Publikum d.o.o.
Production company: DEADLINE d.o.o.
Web address: https://prispevajkretnjo.si/
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Agency chief executive officer: Vanja Kmet Žižmond
Creative director: Matej Kodrič
Art director: Lara Zupančič
Copywriter: Matej Kodrič, Marko Senegačnik, Iva Meršnik
Designer: Lara Zupančič, Aleš Salokar
Account director (agency): Romana Miklavž
Client account director: Aleš Petejan
Media director: Denisa Huber
Managing director: Vanja Kmet Žižmond
Strategic planner / strategist: Vanja Kmet Žižmond, Romana Miklavž, Dunja Budair Prelog
Senior planner: Iva Meršnik, Tina Vesiak Bevc
Pr director: Vanja Kmet Žižmond, Romana Miklavž
Photographer: Primož Bregar, Tomaž Kos
Director: Matej Kodrič
Music: Mastercard
Agency producer: Primož Bregar, Rok Lukšič for Social Experiment
Digital production: Iva Meršnik, Karin Komar, Primož Bregar, Janez Stanovnik
Digital strategist: Boštjan Radin, Leon Heberle
Digital creative: Lara Zupančič, Aleš Salokar
Event production: Romana Miklavž, Iva Meršnik
Additional company: Association of Deaf and Hard of Hearing Societies of Slovenia (Matjaž Juhart, Karin Brumen, Valerija Škof, Aleksandra Rijavec, Maja Vilar, Nikolaj Vogel, and other members); CNJ d.o.o. (Mak Kordić, Doris Kordić, Jaka Certanc) - web development of prispevajkretnjo.si; for the Social Experiment: Maja Šavc (scenography); XO Studio d.o.o. (Alen Damjanovič); Peakprint d.o.o.; Fini oglasi d.o.o.
