Signs of inclusion

Creative idea

Slovenian Sign Language (SSL) is constitutionally recognized but incomplete, leaving the Deaf community without words for many everyday and financial concepts. Mastercard launched Signs of Inclusion, transforming language creation from an expert-driven process to a collective act. On prispevajkretnjo.si, citizens symbolically endorsed new signs, while Deaf experts ensured cultural accuracy and development. Immersive experiences highlighted the issue: at the Silent Café with orders placed only in SSL; the Silent Quiz posed questions only in SSL; and at a football match, fans cheered with signs. These role-reversal moments turned Deaf barriers into shared awareness, fostering inclusion and understanding across society.

Brand name: Mastercard Europe
Advertiser / client: Mastercard Slovenia
Product / service: First Financial Slovenian Sign Language (SSL) dictionary and online financial literacy program for the deaf community on 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/
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.